As mentioned before, yes they can be manually changed using the document provided, and yes there are rules that you need to follow otherwise you will cause yourself grief.
In particular, if you are using the SDN, be careful to ensure the naming scheme you have decided upon is compatible.
If in doubt, use the default nicX scheme and add a helpful comment to identify it better for yourself.
As an aside, for example I have seen folks try to rename bondX to something like lagg0 which is not an accepted format. Or as another example, I believe when the nic-pinning tool was first added, the SDN did not accept the new default nicX naming scheme which was problematic, it has since been patched. Apologies for the tangent, but hopefully this helps drive the point home a little further.