> Is it an unmemorable, weird name? Another way of putting that is "unique"—and unique names are very valuable, both classically for establishing identity, bu

> Is it an unmemorable, weird name? Another way of putting that is "unique"—and unique names are very valuable, both classically for establishing identity, but even more so these days: You want google searches for your name to end up on your site, not giving vague "everything on the internet" results. Of course the real reason here is that Rakuten is an enormous steamroller in Japan (basically: Japan's version of Amazon), and if they're going to consolidate, they're hardly going to change the familiar name that's accompanied their success, especially not for some vague generic term. [Recently I've happened to read various stories on "inc.com" and they've all been absolutely idiotic. Does anybody actually read this site?!]