I've finished reading Umberto Eco's classic The Name Of The Rose, and there was something in the author's notes at the end of the book that got me to thinking...
While talking about the title of the novel, Eco says that "a title should muddle the reader's thoughts; not regiment them". So a title that gives the entire plot away (like, say, Dick And Jane Get A New Puppy) isn't doing its job as well as one that confuses the daylights out of you.
Like, say, Chinatown.
Or Reservoir Dogs.