I think Pragmatic Software (one of their other departments, apparently) would have been much better, but that's just me. "Pragmatic" sounds good and has an appropriate meaning, plus the "Software" part means you actually know what they do--beats some "MonkeyCheeseSpoon"/"PirateNinjaRobots" company name.
Pragmatic Software tells me a company does software and thinks they're pragmatic. "Smart Bear Software" is memorable and I still know they make software. :)
And to be honest, pragmatism isn't exactly requirement #1 when I want software. Sure it's good, but I don't care if I have pragmatic software as much as I care if I have software that does what I need.
