I don't disagree one bit. I'm not entirely convinced it will be successful, considering it is a pretty niche product as far as backup products go and the security value-add isn't really priced according to what very security-conscious people/organizations would spend on the solution. All I was really pointing out is that Colin and you may have different ideas of who the audience here is, in which case some of your advice isn't relevant (yet, anyway); if it's going to be marketed to people who <3 cli then tarsnap is a perfectly good name. Otherwise, something awesome like "Fort Knox Backup Vault 2008" may be more appropriate ;)