Our target customers are mobile commerce companies like LivingSocial whose inventory 1) has a higher cost of sale, and 2) isn't subject to the 30% App Store rake. This means that they are willing to be more aggressive with their paid marketing, similar to how things work on the web.
We just posted a case study with LivingSocial on our website if you'd like to learn more.
s/Tenants/Tenets :)
The ability to link into the middle of mobile apps is massive. Imagine where the web (or AdWords) would be if the deep content within websites was not able to be indexed or referenced. Right now, most mobile developers don't implement deeplinks, and even fewer marketers use them to drive traffic.
In concept, "URX" represents this next version of the URL that is built for the cross-screen, native/web world. URX's mission is to help app developers and marketers enable and monetize deeplinking in their mobile apps, and the name "URX" keeps us honest to that.
That said, I have to admit I read your explanation of the name of your company three times before I understood that you are changing the L in URL into an X. In my head, I guess I had latched onto the URX as something like "You Are X", and then that opens up all the possibilities to what I can be, where I am, etc. That may happen to a lot of people.
Is it possible that, by skipping demo day, you also skipped the communications training that allows you to transmit your idea in two minutes? Since you are going to be asked to explain your name dozens if not hundreds of times in the future, maybe you could iterate on the three paragraphs above until you can get the URL->URX connection into an ordinary persons head.
Besides "you are X", the other feedback we've gotten is that some people read it as "irks".
However, in a space full of not-subtly-named companies such as Tap{Stream, Joy, Jump} and App{Salar, sFlyer, etc}, we'd prefer to stand out with something that sounds like it might be more than your average DSP.
We also think it could be a cool acronym, but we're keeping that to ourselves for now :)