Earlier quoted context omitted.
> Consider Dribbble, Forrst or even XKCD - having an immediately obvious phonetic form does not appear to be a firm requirement for the name as long as its predominant usage is online. I'm not sure how your examples there help you at all. Each of them have clear pronunciation: dribble, forest, XKCD each letter spelled out. bee-vee-cup is not intuitive at all. If you show the logo to me I would have guessed "Backup" w…
Examples don't mean to help, they were meant to illustrate the point that followed. The ease of pronunciation and the ability to spell the name from its audible form are not all that important in the online context. This is a conjecture, not a fact, but based on what I've seen so far it appears to be a valid one. Moreover that stumble that your brain does when seeing it for the first time, it makes the name memorable…
The logo is a miss though imho, I honestly thought it was an upside A as well. You could probably rectify it without losing the original concept though, for example: http://i.imgur.com/u0z2X.jpg