Relevant post on naming. Many points in here. One thing I hadn't considered is that if you have a generic name, it's hard to be #1 on Google for that word.

Related note: I noticed that sex.com, despite having arguably the best domain name ever, has a lower alexa rank than us. Ditto bikini.com.

Quoted: Flickr is a good name. So is 37signals. The design firm Number 17, however, is not. Answers, About, Hotels and Business are all fine URLs, but they don't work very well if someone forgets to put the <dot com> part in. Do a Yahoo search on radar and you won't find the magazine or the website in the making, and do a search on simple and you won't end up at the very expensive simple.com domain.

Recommended by a friend - even though they do branding for Microsoft;)

Quoted: Salt Branding - The essential ingredient for Branding Leaders

Having a mythic brand doesn't guarantee success...but it's worth pursuing.

Quoted: So, if I were trying to invent a mythic brand, I'd want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks. Endorsement by a respected ruler or priest helps as well.