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It's pronounced "Backend" ;-)

And since we are in the Backend-as-a-Service market, the name is not all that unfitting. Although it cannot be denied that from time to time some people think we are French an spelled "Baquend".

It is actually a really good name for search engines, as it is completely invented word.

Fantastic name. I love it when you see a brand, mentally sound it out in your head, and then it delights you with its cleverness.