Yet Flickr did ok for itself. As did Twittr, and del.icio.us (sp?). I agree that names matter but the scenario you've painted isn't fatal by any means. In the modern connected age, 'word-of-mouth' is just as much about text as it is about talking (ie FB posts, tweets, msgs, etc).

Indeed, Bryght's revenues are in the multi-millions so they're clearly doing something right.