I’m with you. It’s a better name and can really be called a brand name in that it only denotes the company and otherwise has no other meaning. That uniqueness m

I’m with you. It’s a better name and can really be called a brand name in that it only denotes the company and otherwise has no other meaning. That uniqueness means no competition in search results, as you point out. Unique-er, shorter, has a cultural history with the company, evokes “Rise”. Keep in mind that brands really become signifiers of the company, and have little meaning of their own over time. Beatles, Google, Radiohead, Amazon. All either bad or meaningless on their own.