The latest start-up boom has led to the creation of at least 161 companies that end in "ly," "lee," and "li," which is, naming consultants tell us, 160 too many. There's feedly, bitly, contactually, cloudly, along with a bunch of other company-LYS, all of which you can find on this Pinterest board, and all but the first ever "ly" name are "just lazy," Nancy Friedman, a naming consultant, told The Atlantic Wire. The same goes for all the "ify," "square," "box," any made up words, words spelled with extra letters, and the all caps, no vowels start-up names out there. They're bad names and there's no excuse for it.
In an attempt to rationalize some of the terrible naming trends that have popped up of late, The Wall Street Journal's Lindsay Gellman, puts forth the following theory: Companies pick their names to get good URLs, which is harder and harder as all the good ones get claimed. "The only practical solution, some entrepreneurs say, is to invent words, like Mibblio, Kaggle, Shodogg and Zaarly, to avoid paying as much as $2 million for a concise, no-nonsense dot-com URL," she writes.
"This is a very old argument by now," counters Friedman. With names like those it seems like these companies have picked weird names to be weird. "I think sometimes people just want to have something goofy because that's what start-up companies are supposed to do," added Laurel A. Sutton, a naming consultant at Catchword Brand Name Development. "They want to show that they're creative and different and they're breaking away from the pack — they are all these things that regular big businesses aren't." The flip-side of that, though, are names that don't convey what the company is all about. Do you know what Mibblio, Kaggle, or Shodogg do?