What's in a name

My first thoughts were -- Geemore, what a stupid name. Surely that's a bit like Argos renaming itself Wowmore just because its puerile graphics designer insists on putting that offputtingly childish and meaningless "Wow" spacewaster on far too many pages.

Then I got to thinking ... but who is Eve, and what is sham about her? Could it have been her shamness that caused the previous company to fail ?