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When it comes to retail, I have a self-rule about never buying from any retailer whose name makes it obvious what they sell.

"amazon", "ebay", "Tesco" don't make it obvious.

"PC world", "Phones4u", "Lawyers4u", "buycheapstuffonline" make it obvious.

I think a unique name helps build a brand over a descriptive name which to me often sounds cheap.