Do not explain too much It is seldom advisable to tell all. William Strunk Jr. & E.B. White, The Elements of Style secrets
To hide or dissemble Fact: The birth agonies of the New IRS led to one of the great and terrible PR discoveries in modern democracy, which is that if sensitive issues of governance can be made sufficiently dull and arcane, there will be no need for officials to hide or dissemble, because no one not directly involved will pay enough attention to cause trouble. David Foster Wallace, The Pale King secretsgovernment
The Genius of Apple's Name An Article by Shawn Wang www.swyx.io It's easy to have strong opinions about stuff only developers see since user validation is just asking people like yourself. It's much harder to name something consumer facing. Here are some useful rules I gleaned from Apple: Two syllables max Familiar English word - literal 5 year olds can spell and pronounce it right Starts with A - useful for alphabetical sort. Amazon did this too Name leads to easy logo/swag/branding ideas Evoke aspirational qualities - knowledge, health, nature namesbusiness