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I would definitely recommend going with something ambiguous, but fairly obviously Internet / computer / tech related. For instance, we use "FRNK Technology Group." It seems to be memorable enough (since it says "Your purchase will be billed as..." on the payment page), but at the same time it's not a giveaway.
You'll actually see higher chargebacks if you go with the site name, or anything obviously sexual. When wifey looks at the credit card bill and nearly has a fit when she sees "cumslurpingsluts.com", hubby is positively going to claim that the card must have been stolen, and he'll make a big show out of charging it back to prove his innocence to wifey.
Cheers
-b
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