Who invents names for military operations??? Operation Odyssey Dawn???

Beyond the clearly PR-ish, like Operation Enduring Freedom, now, with the air action against Libya, we have Operation Odyssey Dawn.

Is nobody in the military, or Pentagon civilians, familiar with Homer's epic? Odysseus taking a decade to get home, including time with the lotus-eaters, on an island off today's Tunisia. The whole epic is about getting lost or stuck on various places on the edges of North Africa.