To the original question, etiquette?
I don't think there is any etiquette involved at all.
The surf breaks that are connected to a permanent structure like a pier or jetty, or a geographical structure like a point or beach, or just plain famous, tend to keep their names in place.
But for all those other breaks, their (fictitious) names seem to evolve with the changing generations, and will probably continue to do so.
There is this one break close to where I live called, "Tom's rock", "little rock", "north exotics", "south San Simeon Creek", and the latest one is "dirt parking lot", it's all the same one defined peak.
It seems to depend on the age of the person you are talking to as to which name goes where. Most of the breaks that I know with fictitious names have more than one name, and in most cases several.
But if you find a break that has no name, you have to name it after yourself, that's where the etiquette kicks in.