I wouldn't call them crazy. Rakuten is a Japanese brand that bought Buy.com. I believe they're just consolidating. Is it an unmemorable, weird name? Yeah, but it isn't like someone sat in a room and said "You know what I think? I think Rakuten would sound much better than Buy."
Bad ideas and poor execution happen a lot, but this was a planned move that has some meaning behind it.
Bad ideas and poor execution happen a lot, but this was a planned move that has some meaning behind it.