Actually, I'll give him props for asking. As evidenced by all the technically sound start-ups out there with names so dumb and hard to spell that I'd have to TRY to come up with something worse, being smart and being able to build a good product doesn't mean you can pick a good name. He's putting some thought into the process, which is a lot more than I can say for a lot of other companies out there. If he can't come up with the name on his own, I don't see what the big deal is.