"The Name Of Your Company Should Be Really Fun To Say At A Cocktail Party."

As a computer repair technician, Stephens knew he and his compatriots would largely be interacting with freaked out and angry customers. He therefore wished to give his business a name that would make them smile.

Stephens believed a name with self-depreciating humor would both subtly project confidence as well as indicate that the technicians don't see themselves as better than their customers. He thought customers would love a scrappy underdog that didn't take itself too seriously.

Stephens also quickly came to realize that he wanted a generic name so that his company wouldn't be boxed into servicing or supporting a particular type of technology.