Hi Folks
Re the name:
There was and still is good reason for the name. Whilst I am not shutting down the discussion I am asking that you refer to
https://docs.google.com/document/d/1zDPgdB9Ftm6TOOTPhk2ZzFQLMP2chYRXZsDo6nGWPEE/edit#heading=h.mmll6e7809dr and comment on the reasoning presented, please don't mistakenly think the name was casual decision, the name, the logo, the color, the long game strategy for related brands, they were all contributors towards an intended business objective.
Re the ID in IDentabit, I agree that the capital D is an issue, the issue arises from the D drowning the adjacent I and hence we are left with Dentabit, sounds like a mouth guard doesn't it :-)
I have a meeting with some marketing folk this week and I will see what they say and I'll let you know, but I'd like to say thank you for the effort made debating the name and confirming a concern.
We all have our ways, it happens I am a strategic guy and consequently I am very thoughtful before making a decision, consequently I don't toss things into the ring because I am undecided. I do so to listen to opinions to ensure we haven't missed something.
I feel strongly that we all feel best when people are direct and consistent...I will do my best to be that way.