Comment 2 for bug 190366

This is happening because the HAL backend in GVFS is being used to set the name for volumes. If the volume's label isn't set, then HAL has no clue of what the volume's name should be, and it falls back to setting it based on the volume's size (%s media).

This can be fixed by setting the volume label on the file system so that HAL will read it correctly. This page contains the information on how to do this for various common file systems.
https://help.ubuntu.com/community/RenameUSBDrive

We could patch this in for Ubuntu if the mount location's name is really the preferred way to go for us, but I'm not sure if this is really an upstream issue.