I feel very optimistic about importance and high priority attention in naming company, business, products. If you really cares about your business - you consider it as your child. Will you name your child with a better name ? The child will leave with it all life, would you like to give your product or business a better name also to live longer ?
There are number of principles to take into consideration when looking for name:
Sounding different + spelling different + embodying logic = a memorable name )