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Every name I pick is something I find easy to say and remember but not an every day word. Branding is a real concept and can build loyalty and trust. In this business its trust from both customers and fellow webmasters/site owners that can make and break you. Using a brandable name can help facilitate building trust.
Keyword based names (and yes, I understand your talking about business names not domain names but it still applies) do not have the same professional feel as a brandable name.
Well thats IMHO anyway.
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