So what’s in a name? On the Web, picking a corporate name can be a painful process. You have to find a name you like, make sure your investors like it, bounce it off some regular folks to see if passes the sniff test, and, if you’re lucky, the URL is available. Then, you have to worry about a lawsuit from someone who may have registered the name at some point or launched a product using the name that no longer exist. Given all these hurdles, I wonder how much pain Niklas Zennstrom and Janus Friis experienced as they thought about a new name for The Venice Project (a very cool moniker, by the way) before selecting Joost?
What’s a Joost? A quick Google search suggests it’s some kind of programming tool, a truck accessory retailer or an Australian artist (I think). I guess Joost for work for Zennstrom and Friis, although I suspect they could have called their new Internet-based television program “mud” or “dirt”, and it still would have generated the same amount of buzz for a product still in beta. For more, check out CNet and IP Democracy.