Phil Thomas contacted me to point out that although he had put the title of each picture into the metadata in Lightroom the titles were not appearing in the paypal shopping basket when he generated the galleries from iview.
It turns out that the field that Lightroom uses for "Document Title" in Photoshop maps to "Product" in iview... so the solution is fairly easy. If you look through the media.html file you will see the line:
<input name="item_name" value="(iView:Headline) (iView:Item1Description)" type="hidden" >
repeated for each of the different items you are selling (item1Description will become item2Description on the next entry).
(iView:Headline) inserts the iview headline field into the code, so all we need to do is replace that with (iView:Product) and we are sorted. If you would rather use the filename simply replace (iview:headline) with (iview:filename) on each of these entries. Or you could even just put (iView:Headline) (iView:Product) (iView:filename) and get all three values in the text. If you want to use other fields take a look at the documentation here.
The alternative is to copy the product field to the headline field in iview, so here is a little iview script to automate that process for you.
Thanks for pointing this out Phil - saved me finding the problem myself.
Creating an ECommerce Site with iView and Paypal
Using The Controlled Vocabulary with iView Media Pro
Alternative template for iView Media Pro and the PayPal Shopping cart