I can't believe that a Techcrunch writer, who I assume considers himself a serious journalist, would actually come out and say that he didn't cover a startup because the name doesn't have a Web 2.0 flourish like "ly" or "ckr". Visual Website Optimizer is a fantastic name- it tells you exactly what the app does, and how you can derive a benefit from it- it lets you optimize a website visually. I can't think of a much better name, and tacking a "ly" on does not magically create legitimacy.

I'm kind of pissed that the Web 2.0 culture has somehow made a less memorable, less descriptive name superior. It completely flies in the face of traditional, accepted marketing and branding theory and, frankly, gives the appearance of lazy incestuous journalism.