Dying wish denied

Genesis 35:18 says, “And it came to pass, as her soul was in departing, (for she died) that she called his name Benoni: but his father called him Benjamin.”  Rachel dies giving birth and her last utterance is to name her son Benoni.  Why would Jacob not honor her last wish?  What would have been the problem there.  I understand that women meant nothing to these chosen men of god and it seems to god himself but her last dying wish?  How horrible this Jacob is!