"Here’s what I’ll let out: its name is Adhearsion Inc. and it’s not consulting. We’re currently seeking private funding. If you are or know of investors, send me an email at jay-at-adhearsion-dot-com. We think we know how to turn the industry around."
1. Naming is important for open source projects as well.
2. From Jay Philips' Blog (http://jicksta.com/posts/what-were-not-admitting-about-aster...):
"Here’s what I’ll let out: its name is Adhearsion Inc. and it’s not consulting. We’re currently seeking private funding. If you are or know of investors, send me an email at jay-at-adhearsion-dot-com. We think we know how to turn the industry around."