[hn_throwaway_99]

> Some of the names are completely uninformative though -- cognito for example doesn't convey anything about oauth.

That's kind of the point, though. A "brandable" name is something that generally evokes what the service does, but is not so limited that it only specifies the exact features at the time of initial release.

I mean, by the author's logic, Amazon itself should have been called Internet Book Store. Which name do you think would have been more successful?