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None of what you said explains why you would want to change names every couple months. That would tell you changing names is trivial, commonplace, cheap, frequ

None of what you said explains why you would want to change names every couple months. That would tell you changing names is trivial, commonplace, cheap, frequent. In other words, you can advertise virtually any generic name you do not own yet, and change it as you please the moment a customer wants to buy a particular name. Unless the names are unique, rare and squatted like high value domain names. In this case you want to own the name first before you advertise it. But that doesn't logically correspond to ditching the name every 2 months. Perhaps it is the reason, I can't say for sure, but I'd say it's very unlikely. (My company deals with lots of shelves, or at least used to before incorporation was simplified with new legislation some 10 years ago) Avoiding prying eyes from journalists, creditors or regulators from a dubious venture seems much more likely, though it's a very crude and attention drawing method I certainly wouldn't recommend.

gojomo 8y ago
If you advertised a name that was both desirable to the customer and legally available – but you did not yet reserve it, you'd have the risk of the customer or competitors grabbing the name first. Perhaps changing the name is trivial – for an expert in the jurisdiction's procedures. But a little bothersome for typical out-of-jurisdiction customers. You might thus try a new name so you could advertise it safely, and give customers the one-stop, one-step shipping experience they want. Further, as companies are sold, you might churn names. For example, if a customer bites on a certain name, if they don't want it on exactly the legal-form/age company where it is currently parked, you might transfer it to another company that matches their other needs. If you realize that the style of name they chose is rising in popularity, you might generate a new name of that kind, but then place it on an older company with a name that's been long-passed over. I would expect a deeper analysis of whether any of the short-lived names then moved to other entities (where they perhaps were used for longer periods) to be able to confirm or disprove this speculation.

gojomo 8y ago

If you advertised a name that was both desirable to the customer and legally available – but you did not yet reserve it, you'd have the risk of the customer or competitors grabbing the name first. Perhaps changing the name is trivial – for an expert in the jurisdiction's procedures. But a little bothersome for typical out-of-jurisdiction customers. You might thus try a new name so you could advertise it safely, and give customers the one-stop, one-step shipping experience they want. Further, as companies are sold, you might churn names. For example, if a customer bites on a certain name, if they don't want it on exactly the legal-form/age company where it is currently parked, you might transfer it to another company that matches their other needs. If you realize that the style of name they chose is rising in popularity, you might generate a new name of that kind, but then place it on an older company with a name that's been long-passed over. I would expect a deeper analysis of whether any of the short-lived names then moved to other entities (where they perhaps were used for longer periods) to be able to confirm or disprove this speculation.