> Names are hard to change. Brands are hard to change. Is your thing a brand for your company? Probably. You need your "cute" name (branding, differentiation,

> Names are hard to change. Brands are hard to change. Is your thing a brand for your company? Probably. You need your "cute" name (branding, differentiation, trademark) and a descriptive name. "Marmaray" tells the reader nothing. "Marmaray Tunnel Service" is more informative. Of course, once your fellow conversants become accustomed to the vocabulary, "Marmaray" is going to save time during speaking. Until then, you're just going to have to be aware that you'll need to educate folks along the way. I find it outright pretentious when I hear anyone using strings of "cute" names with no attempt at actually explaining the stack.