You need two functions:
1. Retrieves plain text from a DB.
2. Based on 1, retrieves rich text - with new lines, font styles etc.
You expect function 2 to be much more used than function 1.
Would you name 1 text() and 2 - rich_text() or would you use the simpler text() for the name of 2, since it's expected to be more popular and use something like plain_text() for 1?
The more general question would be - do you consider function's expected "popularity" when naming it?