It's interesting that companies like Google, Yahoo, Virgin, Coke, Pepsi and so many others have names that don't describe their business in any way whatsoever, yet they're hugely successful. My only point is that it's not as much about the name as most people think. (Although it's a well known that short 2 syllable words are the best brands) I hope the best example in this group will be Mikey and his 'Zorg-Links' directory. Not exactly your mom's favorite brand name. But, if the value he's trying to deliver his clients through intense advertising of his Zorg-Links' materializes the brand will become increasingly valuable because it's unique. Just think of where Google would be today of their name was 'Internet Search Engine' or ISE for short. Yaaawwwnnn.... I like 'Alive Directory' (and the new look too), because it strikes me as an opposite of 'DMOZ' in that it's vibrant, leading edge, growing, er... alive. I like short URLs like 'IDK.in' because they require fewer keystrokes and brain cells. Of course I like my general dir name, 'Big Guide', because it will evolve into more than a Web directory and it's fairly easy to remember.