We absolutely did consider this tradeoff and what I've learned during the rebranding process is that it's a tradeoff between short-term and long-term. Having a

We absolutely did consider this tradeoff and what I've learned during the rebranding process is that it's a tradeoff between short-term and long-term. Having a descriptive name has its advantages in getting your early customers, especially when you're just starting out. It's one of the reasons why we had "payroll" in our first name. But it's a double-edged sword and having a name that describes what you do also starts to limit you, as we saw. It's one the reasons all the world's greatest brands usually don't have a name that describes what they do -- it becomes more important to have a name that you can build a brand around.