While I do not give my guitars names, they are more than tools to me. They are highly personal and treasured items of mine.
I guess I only really get some enjoyment out of seeing new-something day threads when they're of something that I would personally like or am interested in and there are cool photos of the item, as well as impressions.
I've never posted a new something day, personally. I just voice my thoughts on whatever new item I get when it's relevant to another discussion.