First of all, a name should have NOTHING to do with the service being offered. The best names are easily remembered and generic. For example:
Auctioning of goods . . . e-bay
Selling of books . . . Amazon
Search engine . . . google
My suggestion . . .
You will be the first listing in everything alphabetical. Quarks make up particles, the fundamental stuff of all matter. It rhymes. It is the only suggestion that everyone will remember a week from now without trying. Now, where my thirty bitcoins be at?
I don't know if his was meant seriously or in jest, but...
This is the closest reply to being right on.
If the name is to be used in branding -- identifying your product / service to your customer, then make no mistake about it.... it is critical. A bad name can ruin a great concept or company. When all else is equal, people often (even subconsciously) go with the company with "the cool sounding name".
It really bothers me a lot when I like a company, but I hate its name. I find mused constantly having to apologize for the stupid name... as I'm recommending the company to friends.
So pick a cool name. Not a retarded one.
Also, the name should either mean Nothing... or if it is going to mean something, it should mean that to every potential customer. It's meaning is important to customers .... not you.
It must be easy to spell.
it must be easy to pronounce.
It must not be a misspelling.
The name alone must be available as a dot-com tld.
Once you have 5 or 10 favorites, call your friends and simply ask them all which one they like better.
Don't tell them you're going to... but....
Three days later, call each of your friends AGAIN. But this time tell them you want to know ALL the names they can remember (regardless of whether it wad their favorite or not).
If they can remember it, and spell it back to you absolutely correctly, three days later.... without being told to remember it.... then you have a winner.