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May 9, 2008

High-Fididelity Naming for eBay Competitor

buy.pngA lot of people are unhappy with eBay right now, and throngs of alternative auction sites are stepping forward.

The most recent entrant isn’t precisely an auction site, it’s a place to haggle. (Cue excerpt from “The Life of Brian.”)

Fididel’s founder insists that the name doesn’t mean anything, or at least, fididel, pronounced fih-diddle, didn’t mean anything before the launch of this service.

Now it means “to haggle online,” and the site promises a whole family of related words. Fididelers, for instance, are people who do your haggling for you, for a cut.

sell.pngUnlike competitor Wigix, whose name stands for “Want It-Got It Exchange,” Fididel’s was named for a Mexican restaurant called Fidel’s.

The name Fidel contains several layers of significance. It’s root meaning is faithful, implying honesty and reliability—not a bad thing for a marketplace to have. On the other hand, the most famous Fidel of the modern era is the communist dictator Fidel Castro—not quite the icon you want for a flourishing free market.

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Posted by Diane Prange at May 9, 2008 12:20 PM
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