Oh, please. Step off the ivory tower. Naming trends has and will always be the norm in the business industry -- especially in Silicon Valley. Remember when startups started with X's? Or ended in r's? Or what about exclamation points (e.g. Google's original name)? I could name you countless examples. It's a trend, and will always remain a trend. Startups don't have $100K to hire reputable naming firms, and they're certainly not creative enough at coming up with their own memorable names (otherwise, they'd be in the actual naming industry). I don't fault them for piggy-backing on others if naming isn't within their domain expertise.

But it so startuply to do that! ;)

(Also, be glad it's not 2004, or it'd be fabrc or fbric ;)

I somewhat agree, but I don't think it's such a big deal for the average visitor.

The name is pretty awkward to say.

Yeah, it would have been much better if they named it fabricity.

I would have loved if they called it Fashter.