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very importatnt
A book or any story is about people. Characters - including their names - are indeed a vital element. No matter how good your plot is, or how adept you intertwine those subgenres if you are unable to establish your character, your book will definitely be a flop - readers will just toss your book away because they are not ready to figure out which character is which.
The names should have a cultural frame of reference, easy to remeber and woven in a plot that people can relate to.
