It's a tech/UX/product demo. Consumers outside of startup Valley aren't going to understand the concept or remember the silly name. If Dwolla succeeds, it will

It's a tech/UX/product demo. Consumers outside of startup Valley aren't going to understand the concept or remember the silly name. If Dwolla succeeds, it will be getting bought and helping deploy the next iteration of online bill pay, which is exactly what dwolla is.