Avoid generic names that literally describe the product or service, like Computer Consulting Company, Appliance Sales and service, Inc., etc.

But computer counseling has its detractors, particularly when it fails to get at the root of patients' sleep issues. "There is only so far you can go with it," notes Dr.

It has become a sort of science, with consultants, computer programs and linguistic analyses to ensure that what tickles a Mandarin ear does not grate on a Cantonese one.