|from here (source image)|
A sourpuss by any other name might smell as sweet but certainly wouldn't be as big a target. You might think that only applies to criminals, but there are all sorts of scenarios where a poorly chosen name or alias can make one or ones company a target. I can't imagine an business called Unbreakable Security would get very far before falling prey to a tidal wave of scrutiny, for example.
You don't always get to pick names, but when you do, try not to choose one that puts a target on the entity that will bare that name.