Firm Names and Paris Hilton

Architects are always imagining up clever firm names, like musicians talking about band names. Although if I had a band it would either be Spooky Pants or Sandwich Without Consequence, an architecture firm needs something more sophisticated. Personally, I think it needs to be something that is at once generic and memorable, like Paris Hilton. You know what you're getting although it still has some level of mystery and whatever with it. Generic/Specific at the same time, its hard to do. That way, also, its not something that's too trendy or style specific that you typecast yourself...

Some half baked ideas....
Easy Architecture
Public Practice

its not there yet.