Having spent a little time in the publishing industry as an acquisition editor, I’d say we changed the author’s proposed title about half the time and virtually always changed or added a subtitle. We also commissioned the jacket design, usually without the author’s even having a right of input, let alone refusal. Why? Because the publisher has to market the book and pithy, provocative titles are what grab the attention of those making the decision to carry the books and to place them in prominent places where prospective customers might see and buy them.

Yeah. Reminds me of the cartoon I saw in Playboy years ago. Nerdy-looking guy being told by his editor that that Dash Riprock, tweeds, pipe, dazzling smile and all, would be doing the author's photo for the back cover of the nerd's book. :)