[gojomo]

I like the model of mixing fully disclosed/transparent paid placement with another default noneconomic ranking. Goto.com won big with that and more recently Stumbleupon.

The name Elephino is somewhat weak but might work if you had the domain 'elephino.com'. I have a hard time imagining people telling their friends that they visit 'el-eph-in-o-inc-dot-com', especially since all the Elephino syllables have multiple plausible alternate spellings.