The three founders selected the name. What a charming moniker it was. It wasn't the only charming gesture. Engendered by Lots of Attention and Warp Speed of Web Development Efforts. Alas, this is commerce.
Literary flair is accorded distressingly little honor at the bottom line.
Especially if you're trying to create a brand and your charming name is flat-out broken. Well, if you can't be more specific, good day. The name had to go, in time for a spring media offensive. So Accompany brought in naming whizzes from ZenMark. They can change the name, but they still have that deadpan writing style.