Have to disagree with this article. There are three qualities that override everything else for a good name: 1) Being memorable 2) Easy to spell when you hear

Have to disagree with this article. There are three qualities that override everything else for a good name: 1) Being memorable 2) Easy to spell when you hear it said out loud (and conversely: easy to pronounce when you see it written) 3) Not being cheesy or otherwise embarrassing to say when you introduce yourself to people I just can't believe it every time I hear a company name that, if I remember it a few days later and want to go look them up, is impossible to spell. Missing a letter is fine. But having silent letters, with k's instead of c's and other non-phonetic spelling? That's just crazy.