How hard was picking a name for your startup?

Last week I shared a guide on how to name your startup.
A founder friend told me: "You could build a whole business on this."
It made me stop. Naming is a part of starting up that people seem to genuinely dread, and it happens to be a part I really enjoy.
Before I build anything, I want your honest take.
Vote below. And if naming is painful for you, tell me in the comments what makes it hard: the shortlist, the domain hunt, the team disagreeing, or knowing when to stop.