Between EC and me, I’m the marketing ‘expert.’ EC started the company several months before I joined and when I learned the company/website name I have to admit I cringed a bit. BlazingStreams doesn’t really follow the best practices for good naming – it’s long, it takes a while for people to remember, and well, we had one more issue (more on that below). EC told me he took just 10 minutes to figure out a name and went with it; he knew it could be changed.
When we started working together I got tired (read lazy) typing BlazingStreams every time in my emails so I started abbreviating it as ‘BS’. EC said he didn’t realize that the abbreviation was BS until he saw my emails; we had a good laugh. EC is Spanish/French and also doesn’t really pay attention to those things. We asked ourselves – could we really be a credible information/news site with the nickname of BS? How would people respond to our Twitter accounts if they were named ”BS_News” or “BS_Diabetes.” It IS kind of funny but clearly has its downsides.
We each did a little thinking about what our name could/should be, but at the end of the day EC and I are very pragmatic people. We left the name as is to focus on building out the tech and product. Online businesses are such a contrast to consumer packaged goods where branding is a key factor in consumer decision-making. I’m personally fascinated by Method and the brand image it has created. I spent about a year helping my friend with his wine company, Oriel, and I realized how much competition a bottle of wine has on the shelf. Name and look and feel of the label and bottle DO matter. Technology products are more egalitarian – it’s first about how effectively and efficiently it meets your needs. Brand plays a role but in my opinion it becomes a factor after you decide whether it is a worthwhile product.
So welcome to BlazingStreams (for now)! And as EC and I like to jest when our brains are a little fried or we’re annoyed at each other, “I’m tired of you talking so much BS!” 
Cheers!
p.s. feel free to recommend some names once our beta launches – to be announced!
p.p.s companies mentioned: Method: www.methodhome.com | Oriel: www.orielwines.com
Just a small point guys – you don’t give any information anywhere as to why this site isn’t just a list of crap on the Internet.
The first thing you should say is “Tracking what people find interesting on Twitter”, or something along those lines. You need to make it clear that the content of the site comes from what people are tweeting about, because I would have had no idea if I hadn’t arrived here from the Twitter dev list where it was explained.
Good luck
Richard