The current crop of startups boasts even wackier spellings. The reason, they say, is that practically every new business—be it a popsicle maker or a furniture retailer—needs its own website. With about 252 million domain names currently registered across the Internet, the short, recognizable dot-com Web addresses, or URLs, have long been taken.Wacky New Company Names Likely Due To Domains Registered Long Ago [online.wsj.com]

The challenge is to come up with something that conveys meaning, is memorable,—and isn't just alphabet soup. Most founders don't have the budget to hire naming advisers.