"His name, even, is part of the marketing scheme, I mean, Thelonious Sphere Monk - how can you think of a better name to fit his style of playing?"

Matthew Shipp is describing allure pianist Thelonious Sphere Monk in this quote. He is suggesting that Monk's name was picked as part of a marketing plan, as it perfectly encapsulates his design of playing. Shipp is implying that Monk's name was carefully selected to reflect his musical style, and that it is a perfect fit. He is suggesting that it is challenging to think of a much better name that could have been selected to represent Monk's style of playing. Shipp is applauding Monk's name as a clever marketing tool, and is recommending that it is a great representation of Monk's musical design. He is also indicating that Monk's name is an excellent example of how to successfully market a musician's style.