Ask HN: Methods and guides for engineering a great project name?

PG has said that coming up with a company name is an orthogonal skill to building a product. What are some methods you have used to create a name, and is it important ?

Some context around it not being so important is that AirBnB ( pretty great name ), originally started as AirBedAndBreakfast ( or something like that ), and that didn't seem to matter. FB also infamously started with a "the", and that also didn't seem to matter.

Some evidence that it perhaps does matter, is that Brin and Page have said they spent "ages" thinking of a name, before eventually settling on a more readily spelled version of "googol".