The morning glory is first thing that came into my head. Bit late to change it now we own teh web address lol As my mate just said: I like the name, at the end of the day it's got a funkyness that people are more likely to remember and the "shine" kinda clarifies that its related to cleaning. Seeing that kinda sticker on a half decent car, especially a clean one, is gunna make people realise it's related to car cleaning products not japanese ninja clothing! Plus, as you point out, a name doesn't have to be descriptive in that sense as long as it's marketed well. Look at the likes of JCB for example, it doesn't say 'digger' anywhere in it but it has a reputation. I work for 'Thorworld' - what the hell does that have to do with loading bay equipment?? But people in the industry know it and regognise it as a reputable brand. I appreciate the critisim though dude