Your impression is partly true, but not completely.
When sysprep runs, it resets the system to run MiniSetup the next time around. There is an "option" in the Unattend.XML file you deliver to MiniSetup to have a completely random computer name (literally, an * is placed in as the computer name). Most find the naming convention from Microsoft to be less than satisfactory, so they try something else.
In the Deployment Solution product, you have the option to build a configuration that can be applied to computers for naming them that includes a base "name" and an incrementing add-on to the base. This is done through an "apply system configuration" task post imaging.
Others have found a way to do this prior to imaging in Automation, but these are not supported and have to be manually scripted.
Without one of those two though, you'll get essentially what you are getting.
OH, you could also supply your own unattend file in the deployment task with the * in place to get the cool random Windows name.
Anyway, that should get you started on the right path to what you actually want. Most likely, you want the Apply System Configuration task. Take a look at that and what it can do via custom profiles. I think you'll like it. Not perfect, but not bad either. No, it can't use tokens.