You could also take the 37signals route and slap an hq at the end of your domain and call it day.
2. Yahoo! - Named for "a boorish, crass, or stupid person" OK, given the Microsoft episode, maybe.
3. Amazon - A river? Are you freaking kidding me?
From their list I don't think Thoof or SocialThing are bad names at all. SocialThing in particular is easy to remember and describes what it does.