S's v/s _'s

If you pick a name, try and make sure it has a comfortable apostrophe 's' sound. Asking for a name that doesn't lend itself to good apostrophe 's' pronounciation is just asking for a little more trouble in an already troubled, brand littered landscape. Consider this, how many brand name's can you think of with Joost/Boost like apostrophe 's' unfriendly sounds? Becks, Mexx...hmm, maybe there's a gap or three in this line of thinking. Maybe it's a rule that can be safely done away with. Well, I just thought it was worth thinking about. After all, if you're investing in a name, it doesn't harm you to invest a little time in some odd little other things.