Which principle I'm trying to keep in mind at the moment. The treacherous, deceptive (hollow!) characters they are meeting should have names that match their facade, not their reality. The readers can't see them on the page, so the names should reinforce their appearance.
Especially since they probably chose the names for their impact on travelers. Every little bit helps when you're building a facade.
But I know what stinkers they are. Which means I have wrestle that impulse down and reach for mellifluous names that sound convincing in their era. Ah, well, at least I don't have to name as many in the outline as I will in the full manuscript, no doubt.