I recently (yesterday) launched my very own web development website, with my friend and fellow web-developer Laura Russell.
Here it is: fractalise.com
We both started doing web design as a hobby/way to make extra money but realised that we actually got a reasonable amount of business through word of mouth alone. So we naturally figured if we did it properly we'd soon be millionaires.
Laura flatly rejected the name 'Lanthea'. "It has your entire name in it!" she protested. Her name was the start of the word, I countered. Everyone remembers the start. But she was having none of it and it was discarded into the substantial pile of Awful Business Names.
We went for Fractalise, and I wrote a full blog post about our thought process.