Very interesting approach. Choosing a company name is very important. I especially like the name-association part. I would just add 'meaning in foreign languages' because sometimes a company name can sound well in English but could mean something bad in a foreign language.
Excellent posst in the wake of Paul Graham's new essay!
For an established company launching a new brand or product, this approach makes sense. For the sort of startup that historically had office hours with Graham, it's a distraction from working on the product. Early stage startups can't afford to waste time bike shedding in lieu of working. It's so much easier to play house picking a name than building a product and finding customers and that's why it's so dangerous.
I'm glad they went with ThingsWeStart. That was a much better name... I've already forgotten their other ones. Their previous favorite didn't sound as credible, either.
Plus, ThingsWeStart is probably not the Ukrainian word for an item of ladies' underwear or something.