"What's in a name? That which we call a rose by any other name would smell as sweet; so Romeo would, were he not Romeo call'd, retain that dear perfection which he owes without that title. Romeo, doff thy name, and for that name which is no part of thee take all myself."
Juliet did not run a µ-ISV, but she did realize the importance of having a fitting name. Naming a company is not a trivial thing, and I have been struggling with finding a good name that has an available .com-domain as well. From Walsh's book I found a reference to "The Igor Naming Guide" which is available for free at http://www.igorinternational.com/process/naming-guide-product-company-names.php. This seems to be an excellent overview and I hope to have a name ready by the time I finish reading the PDF.