Here's a wonderful rant from Seth Godin on naming. This is a must read for anyone about to name a new product, company, service, promotion, etc.
An excerpt:
I think many of these rules have changed, largely because of the way people use Google.
If you want Jet Blue or ikea or some other brand, you're just as likely to type the brand into google as you are to guess the domain name. In essence, we've actually added a step in the process of finding someone online. (How else would anyone find Del.ico.us?)
This means that having the perfect domain name is nice, but it's WAY more important to have a name that works in technorati and yahoo and google when someone is seeking you out.
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