If you do test it formally, how do you do it? Do you use techniques like discussed here: http://news.ycombinator.com/item?id=3032875 (i.e. use an ad campaign to see what converts better)?

A recent post from FogCreek (http://blog.fogcreek.com/the-agonies-of-picking-a-product-name/) was talking about how little a name matters in the end if the product is good. But when you're down to a few choices, do you have a specific way to make the cut?