I like sites named after people:
Apollonius (Rodius, librarian in Alexandria)
Hume (David, Librarian in Edimburgh or Help Us Market Ebooks)
Zenodotus (The first Alexandiran librarian)
Tyson (Mike, has been librarian while in jail...)
But you can name them after places:
Alexandria
Or you can play with acronims:
FINDER (Find Immediatly New Digital Editions, Really.)
MISS (Miss Is a Search Software)
SEX (Search Engine eXtended)
PIRATE (Publisher's Internet Resource Available To Everyone)
EMULE (Easily, Multisitely, Uniformly Look for Editions)
Unluckily,
http://www.read.it/ is used by abebooks...