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Naming rights: do you know what these start-ups do?

Names

Naming rights: do you know what these start-ups do?

We live in a time of company name crisis. When all the good ones are taken, creativity is required, hence the increasingly ridiculous names of start-ups, with their missing vowels, their additional 'ly's', their intentional misspelling and their ability to signify absolutely nothing about what the company actually does. With that in mind, Wired got the stars of Silicon Valley together to find out if they could guess what a bunch of real start-ups did.

This week Lego puts a foot in both camps, the blue line gets thinner on social media, digital etiquette Seinfeld style and 3D printing material designed to burn.