So these web-archiving startup founders hire this "startup consultant" character to help them rename their company. What do they get for their money? He writes

So these web-archiving startup founders hire this "startup consultant" character to help them rename their company. What do they get for their money? He writes a blog post criticizing their current name, calling them Google-wannabes, and saying "it's a good thing" that they hired him. He then posts his three new name suggestions (one of which has a well-known history as another company), publicly taking any potential credit for the names away from his own clients. Alternate title suggestion: How Not To Be A Consultant.