We were deciding on a business name at the time, so we didn’t already own the trademark. Based on other similar names that we were considering, voltive.com should probably have been under $10k, but the seller absolutely refused to budge (why not, carrying cost is only $12/year after all).

But getting a decent name is hard. We wanted something that was two syllables, not trademarked (trademarks are important when selling on Amazon, as we do), easy to spell if you hear it said, had a toll free phone number available (we have 888-VOLTIVE). That narrows things considerably.