In a world of 'Spotify' and 'Tumblr', 'Paper' seems quite, well, plain | What's in a name?

I find it fascinating how firms/agencies dream up brand names. Sometimes it’s a fairly obvious progression…iPhone…, iPad…sometimes it’s more complicated ‘EOS 5DMkIII’, ‘LG G Pro Lite Dual’, even ‘Blackberry’ and ‘Mavericks’ are kind of, well odd.

Of course, we are running out of memorable real words, so now the name of the game is playing with words: ‘Tumblr’, ‘Spotify’, ‘Zillow’, ‘Meebo’, ‘Simpy’. Make it weird enough and it might just be acquired by the likes of Google!
I love that story in the Facebook movie when Sean Parker suggests they drop the ‘The’…and the rest is history. Those super-simple changes make such a difference.
Since we’ve heard so much about the importance of Stories, I wonder why Facebook didn’t call their product ‘Stories’. I mean, the whole point is to move away from ‘paper’, isn’t it?

What would you have called Paper?…and what are some of your favorite brand names?