We registered a word nobody owns so it could later mean one thing.

Short real words are gone. Nearly every five-letter English word with a .com was taken years ago, and most of the six-letter ones sit with investors who list them at prices that have nothing to do with use. So the choice on the table was between a long descriptive name, a misspelled real word, or something invented.

Descriptive names lock a project into the first thing it did. Misspellings fail the phone test: say "flikr" to someone and half of them type the vowel. An invented word starts with no meaning at all, which is the point. It can be given one.

We ran xavriqon through the same checks we now run for clients. It is spelled the way it sounds once you hear it said, with one exception: the q without a u. We kept it. That letter is what makes the word findable, because almost nothing else in English search results looks like it. We said it aloud to people who had never seen it and wrote down how they spelled it back. The cost was a slightly longer first conversation. The gain was a name that returns nothing but itself.

Holding it is the other half. A rare domain that points at a parked ad page tells everyone it is for sale. Ours points here, to a page that says what it is for and lists the directions it might take.