So these web-archiving startup founders hire this "startup consultant" character to help them rename their company. What do they get for their money? He writes a blog post criticizing their current name, calling them Google-wannabes, and saying "it's a good thing" that they hired him. He then posts his three new name suggestions (one of which has a well-known history as another company), publicly taking any potential credit for the names away from his own clients.
Alternate title suggestion: How Not To Be A Consultant.
I'm afraid I must agree with the commenters on Om's site - what a fluff article! Honestly, if it weren't Om, I would say it was written by someone who named a startup for the first time and is overly-excited about his role in it... No substance, conflicting points (re: twitter) and bad conclusions (ArchWeb? names should flow).
Don't assign this article much credibility. He doesn't know 'Lycos' was taken from the name of a spider, nor that 'Architext' was the original name of Excite.
I'd agree Brightmail, PayPal, and IronPort are great names. But Lycos and Xobni are pretty good names, too. His case against them is weak -- and his criticism of Xobni is actually its strength: now that he knows it's 'inbox' backwards, will he ever forget it? (Vidoop may have issues, but it depends on their market.)
And the novel suggestions he makes -- PermaPage and ArchWeb -- are literal and clunky.
If you need outside advice on naming your company, demand some stronger linguistic/naming reasoning and experience.
Permapage makes me think of perma frost, but I could just be in a weird mood.
ArchWeb is ok, but doesn't flow as nicely as the other two.
I think rule number one of finding a good name is for it to be easy to say and catchy. Two or even three part names often do this, but it's definitely not the only way. Most people realize this. Probably the main reason people resort to weird words like vidoop or squidoo or whatever is because they are trying to find a domain name that isn't taken.
Alternate title suggestion: How Not To Be A Consultant.