Do you agonize over a name?

I find myself never being satisfied with a name for my product.

I know it takes time. I've been brainstorming and keeping a list of potential names. That helps because it jump starts the creative process and allows me to think of more ideas.

I know it's not the most important item on the to-do list. Names can be changed. There are a thousand other reasons why someone isn't signing up for a product. In other words, the name wasn't the main reason they didn't stick around.

How do y'all come up with a name? Do you pick one of the first few and stick with it? In the past, how long has it taken to make a decision on a name?