Well Gil,
We are awash with informationoise. We must stand out, we must be remembered.
Otherwise whats the point of trying ?
We are like little worms under the grass, seeking to escape from the earth, only to be mowed down.
We hear of success stories, and names remembered.
But think = THINK the IBM one word Thomas Watson succeeded in emblazing on every corporate table. But now, in the world of supersophistication, that will not work. Or will it. In fact success is always remembered by any giberishtique name or anything - think. Success is the key.
Gil, I really like the wedding example, but its seems to be repeating itself anyway, why ? because we are like the worm under the grass…

I have one:
oh.com.on
Just kidding… (I checked and there is no “.on” country code or whatever u call it. damn.)
I’m surprised no-one hase registered “www.do.it”. (Hey I should keep that to myself. damn. again)

Your description of the name picking process reminds me of the same process in what seems to be, at first glance, a radically different context. It seems to describe the naming of a new band more than that of a new company or product.
On second thought, however, the similarities become rather obvious. My recent attempt at googling people from my past have shown well expected but illuminating results. The guys who started trading stocks and reading the finance section of the newspaper at the age of 17 are nowadays working as lawyers or financial consultants in companies whose name are way more boring than Microsoft (usually consisting of two or three names of the senior partners). Many of the other guys, those who spent the same time listening to, and playing music, playing basketball or D&D, or chasing some elusive form of personal goals and cool are now working in companies with cooler names, mostly web-related.
Don’t get me wrong, those guys would have given up coolness for money and go into law or finance or whatever, but the emergence of the web right around the time we had to give up those childhood dreams gave us an artificial way to keep them alive. OK, so we never really formed a band, but our new web 2.0 application is just as call as The White Stripes, and it’s gonna have an even cooler name. We found the perfect way to keep our image of ourselves as rebels while entering the machine.

Your so right about it , All those “Exotic” names are idiotic . Toke me more 10 minutes to find Delicoius or whatever its spelled . I do think names should be catchy , Guy kawasaki wrote once that its importent that a name should be used as a verb also inorder to be remembered . Just like you say “Go google it” … I think its just a result of cheap domains , Every possible verb and word in the dictionary has been registered .

The whole battle of web 1.0 and web 2.0 names for me is idiotic in connection to your article , You cant use numbers in your name coz its “Like Done in the previous bubble…. Dhuuuuuu” .

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