It was an article the other day from "Paper by 53" about Facebook's new Paper. Why not choose a more unique name? After all, Facebook, Twitter, Flickr etc. are "unique" names that has ended up as words in our vocabulary.

I remember asking Mario, the creator of libgdx, why he chose that weird name for his framework. He said it was because it would be easy to search and get the results you were looking for. Not a startup, but semi-relevant to naming.