Naming is also really hard. We spent TONS of time picking out the name Trello and just narrowly avoided naming it something really stupid by serendipity. (The code name was Trellis, but all the domains were taken and we insisted on having a dotcom url).
I guess you must have heard this but "trelo" means "crazy" in greek; at least the stress is on "lo". Not exactly stupid but kinda close :)