"Fatbrain.com," I thought, hurt Computer Literacy Books when it decided to broaden its brand and go public. The name was professionally chosen and got favorabl

"Fatbrain.com," I thought, hurt Computer Literacy Books when it decided to broaden its brand and go public. The name was professionally chosen and got favorable write-ups at the time (2000 era). Though memorable, it somehow had a wrong feel for the nature of the company's business (selling tech-related books in Silicon Valley).