So, maybe the name doesn't matter so much as long as it's distinct per-market? It's happened long before the internet and probably has nothing to do with trade

So, maybe the name doesn't matter so much as long as it's distinct per-market? It's happened long before the internet and probably has nothing to do with trademarks, and more to do with local marketing. Case in point: "groupon" wouldn't work as well here in AU because "coupons" aren't a big thing. (The concept maybe, the word, no).