The name is a step in the funnel and causes X% dropout at its stage, just like everything else. If BCC were named Bingo Card Spewer or AR were named Appointmen

The name is a step in the funnel and causes X% dropout at its stage, just like everything else. If BCC were named Bingo Card Spewer or AR were named Appointment Annoyer, X would be higher for each. If Facebook were named CreepyStalkerHaven... you get the idea. It may still be true that reducing X to a negligible level is close to trivial and comes in far behind other activities on time and money ROI. Can a product or business name be A/B tested?