To address your question about renaming the sheets in the Publish dialog, just right-click any sheet and choose to rename it. That new name will be used as the title of the resultant PDF file. I've recorded a short video (no audio) which demonstrates this. You can see it here:
http://screencast.com/t/pY6IHrDKn
Before making this video, I had previously processed a publish job using the first 5 drawings in the Demo project. I had renamed them when publishing, hence the sheet names of Page 1 through Page 5. Those new names only exist in the saved sheet (DSD) file, and have no affect on the original drawing files' names.
Let's say that I then had maybe added the last 4 drawings in the project since that first publish job, and now I wanted to add 6-8 to the publish job, as well. You can see in the video where I just processed the new sheets and brought the other DSD file in with the previous sheets (that I had already renamed). Granted, this does involve a manual renaming process, but if you were going to be ouputting these sheets on more than one occasion, it could save you some time and allow you to get the PDF file names that you want, without changing layout or drawing names. The main advantage there is that you can use the same project drawing files and layouts in different publishing jobs, using different sheet DSD files, in which the sheet names you specify (and hence the output PDF files names) can differ. I realize that this may not apply to everyone, but for anyone looking for that capability, it is definitely there.
Getting back to your original proposition, though, without using LISP or other customization techniques, there's no way of which I'm aware that will allow for publish job sheet renaming to be automated (other than how it already is with file/layout names), or to be able to specify an attribute from which those new sheet names would be pulled.

Zac Travis