My problem with startups is the cognitive overhead in linking their company name to their function. I cannot remember what trello does for example? Naming of services should be more obvious.
As soon as you start actually using a product, it's really nice if it has a simple, pronouncible name. It's much easier to say: "Did you see this on Trello?" to a coworker than "Did you see this on FogCreek To Do List Pro?"
Another simple product with a great name is Doodle. Of course you could have a more obvious name, like "Cooperative Schedule Maker 3.0". But that just makes it so much harder to talk about!
Trello is a good name.