Enlightening moment
It becomes a moment of clarity when you change your entire fantasy world because no one can pronounce the words. A fantastical name is interesting until the point at which it throws the reader out because their brain is trying to figure out what it sounds like.
I am constantly tweaking spellings to try and make them easier to pronounce, but I may add special symbols to my work for absolute clarity. Still debating this. We shall see.
Creation of new design, languages, cultures, and creatures is just euphoric.