From The Name Inspector:
Naming a company is like taking a picture of a house. Being too descriptively “on-target” is like standing right next to the house, or even inside it. To get a good shot, you really need to step away, walk around, and find just the right angle. Ideally, you’ll get interesting details in the background and/or foreground that show something about the neighborhood.
An excellent metaphor.
The subject of The Name Inspector's post is the name of a new company, TrenchMice, which calls itself "the source for inside opinions, insight, and rumors about companies, bosses, and employers." Be sure to click through to the TrenchMice blog to read a very detailed and thoughtful post about how the company arrived at its name after sorting through about 1,000 candidates (not an unusually high number, in my experience). As I noted in a comment there, we can all be very grateful that the founders didn't go with their #2 option, TrenchMouse.