This is probably the fifth essay I've read on the subject, and they all really agree. Google was being highly eccentric in choosing their brand name when they started up, and it was comparatively rare back then. But look how fantastically successful it is now. It's even more relevant in the current market. The easiest and most permanent way to make an impression, and thus, a user base is with attention grabbing. Beyond that, the creativity will do hakf the work for brand recognition, and repeat patronage will be secured.