If you've been reading Mike Arrington's TechCrunch, which focuses on the so-called "Web 2.0," you've undoubtedly noticed a resurgence in the creation of fanciful company names. Fanciful, no doubt, because more descriptive names have already been registered in .COM. Take a look at just the last week's entries: Renkoo, Zillow, Automattic..... What's interesting, to me, is that the names are new, not aftermarket.