> This journey began some 27 years ago. Amazon was only an idea, and it had no name. It had a name, and that name was "Cadabra". It didn't become Amazon until Jeff watched a documentary about the Amazon River. His lawyer had already turned up his nose at "Cadabra", and Jeff was looking for something else. It's also worth noting that the idea didn't grow over time - Jeff always intended to build something like "Sears…
This reminds me of an essay by @pg about startup names: http://www.paulgraham.com/name.html