I think Heroku is a terrible name actually. Same goes with Ebay. The only reason these names make sense at all is that you already have identified them with a

I think Heroku is a terrible name actually. Same goes with Ebay. The only reason these names make sense at all is that you already have identified them with a very popular product. That doesn't mean the name is good, it means the product is succeeding despite the name. That of course raises the entire point of names not being that important overall. Pinterest, for example is a wonderful name for that company. Microsoft is another. Oracle, even better.