I like macs and I like visiting stores that sell macs so I can check out the latest gadgets and overpriced mac toys. Expercom is a store that sells macs and mac accessories, but you wouldn't know it by the name. In fact, I only know about the store because of a friend that knew about them before the Apple store set up shop. I think they could get a lot more business with a name change. Mactopia? AppleMania? BSD Killerz? Maybe not that last one. Good luck.
I'm importing my older posts and realize that a company gets brand loyalty and recognition that make it harder to change names. There are various reasons not to change a name and I'm sure there are other reasons to consider when changing a company name. Expercom has always been a good place to get Mac support for me so I appreciate their support.