Basecamp is not really a good example to back up this argument. Like he said, the customers didn't even know what it was called and still used it. And the reaso

Basecamp is not really a good example to back up this argument. Like he said, the customers didn't even know what it was called and still used it. And the reason was not because they had no trouble finding "GroupHub" or "ProjectPath", but because it was the tool that they were forced to use internally. The purchase decision was made by one person and everyone just had to use it. They probably bookmarked it on their browser or something. While I generally agree with the argument itself (that name doesn't really matter), it never hurts to have a good name if you can. Also there IS such a thing as a bad name.