I absolutely love the company and am a happy customer, but for the love of time, why give up such a good pun for a name? (For people not familiar with the germ

I absolutely love the company and am a happy customer, but for the love of time, why give up such a good pun for a name? (For people not familiar with the german language, zeit means time. And 'time now' is simply an amazing name for a product that enables you to ship, well, now)