Webster's dictionary says to speak of or address something sacred esp. God impiously or irreverently. In other words these names are religious in nature and they speak against God. The diadems on the horns represent the crown of authority. You will notice that this beast comes out of sea.
Waters mean people's in the Bible.
The number seven means complete spiritually. The number ten is complete politically. This beast is not the dragon. This beast is made up of kingdoms represented by the lion, bear, leopard and the terrible beast found in Daniel 7. In other words their descendents remain.