That's what Emanuel Haldeman-Julius said about changing the title of a book to increase sales. And he should know, he's the guy who single-handedly sold more than 100,000,000 "little blue books" during the first part of the 20th century (Yes, I said 100 million copies).

When a name is used in business it must be unique, powerful, proprietary, related to the business, exciting and able to arouse curiosity and equally pleasing to the mind. Therefore, it is not wise to have a twisted spelling and hard to pronounce names or some wild ideas that the subconscious mind simply refuses to accept.