There seem to be some exchange platforms that mere hearing the name, you would loose interest. An example is the exchange platform I would be reviewing today. I believe something about business: before you start one up, you should have a motive for starting up and when you do have that motive, giving it a name shouldn't and wouldn't be a problem to you. You only find businesses with awkward names when the founders don't have a genuine motive.
The exchange platform I would be talking about today is known as BuyBitcoin. It is an exchange platform that allows only Bitcoins (which happens to be the only cryptocurrency it accepts) and the Indian Rupiah (the only fiat it accepts). The exchange platform doesn't look good to me and so I wouldn't advice anyone to trade on it.