People seem to either love or hate the branding, which is fine by me because there is love in there. With lockable safe search in particular, it works rather well IMHO.
I have a suspicion that were you to create a HN poll on the name you'd find one category significantly larger than the other.
In the HN community, yes. Outside the HN community, it is completely the other way around.
Yes, you need a serious name, like "Google" or "Yahoo".
I suggest "Splooploo".
love the service, hate the name. means nothing to me. and is long. and you sound retarded saying it.