This is an embarrassing anecdote, but I thought I'd share. I started using Elasticsearch because it showed up in the AWS console along with all the other "Elastic" things ("Elastic Compute Cloud") and I figured it was a thing they made themselves. Only later on in the process did I realize that there was a company called Elastic that named it.
Very unfortunate. Probably a lesson about naming your company after a common English word.
Very unfortunate. Probably a lesson about naming your company after a common English word.