Good question, haven't thought about it.
Maybe something a bit cyberpunkish. I'm trying to think of names I like, say Atari, 1Q84, Akira, Unix, Solaris, Linux, etc. I guess I'm personally partial to...
You're right about the branding damage—I notice it every time I'm trying to explain what I'm actually doing here to people back home in Peckham.
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