So much on the nose? [duplicate]

Does Emma Roberts say "not so much on the nose" at time code: 6:28 to 6:34

https://www.youtube.com/watch?v=ktpXTc825pw

If it is right, so what does it mean?

I have always understood this to come from a racing literalism.

Turn of phrase used to describe a narrow winning margin, often photo-finish winner. May or may not have actually won by a nose.

Racing Post

The finishing positions of two horses in a race are so close that one is in front by a little as a nose length, in racing terms conventionally about 5% of a horse length. The times taken to complete the race by the two horses are therefore almost exactly the same, or even precisely the same if the clocks measure coarsely (to the nearest second rather than nearest millisecond, for example)

The term has therefore been applied in many other circumstances to mean something like almost exactly, exactly or precisely.

She is thus saying that the name is not a precise or good enough fit to the nature of the business.