Keep the name short and easy to remember. And, do not leave room for doubt or insult. My son and I opened a site on team fortress - its a computer game. The site was called fortresstraining. When I told people about it, they would say "I dont need any training." Most of the people I talked to thought they were too good to visit such a site. So it never caught on.
I finally closed the site and renamed it something else.
My suggestion is to keep the name short, to the point and stay away from words that could be used against you.
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