Examples don't mean to help, they were meant to illustrate the point that followed. The ease of pronunciation and the ability to spell the name from its audible

Examples don't mean to help, they were meant to illustrate the point that followed. The ease of pronunciation and the ability to spell the name from its audible form are not all that important in the online context. This is a conjecture, not a fact, but based on what I've seen so far it appears to be a valid one. Moreover that stumble that your brain does when seeing it for the first time, it makes the name memorable. Compare to something like "Super Backup" - fine, easy flowing name, all clear. A week passes, and what do you remember? Was it a "super" or an "ultra backup"? Now imagine it was called "Duper Backup" - the same thing as with Bvckup, this quirk makes it more memorable and in the end that's what counts. I have to put a disclaimer here though :) I have rather unconventional views of what makes or breaks the logos and names. I got flamed more than once for these views on Logopond and Typophile, but I still firmly believe that a small quirk in the name goes a long way. See, for example, http://dribbble.com/shots/92904-Puzzle http://dribbble.com/shots/92904-Puzzle