Charlie Gunningham discusses the challenges of naming, providing examples of well-known product names like the iPod, Blackberry, Firefox, Twitter, and Windows 7. He notes some common naming conventions used, such as misspelling words, using compounds or blends, abbreviations, dropping vowels, or adding context. Gunningham reflects on his own experiences naming his company aussiehome.com in 1999 and later undergoing a nine-year brand overhaul, eventually sticking with an acronym. He questions whether people will pay for news and sees news as a way to provide data, research, and grow his business.