I was thinking A/B testing too when I saw the headline.
This seems something better to do earlier rather than later, especially if you're looking for repeat business, as you can alienate those who liked the old name. This can be dangerous even for logos. (Look at the Gap and Starbucks for issues there.)
Yes, I totally agree. It is important to do this early on.
Also, make sure you can buy the domain name, because this is really important for your google ranking. Also, I would prefer to use a name which does not have any meaning. In this way, you'll never have problem with semantics. Think about the problem of Nokia's new cell phone Lumia ;-)
This seems something better to do earlier rather than later, especially if you're looking for repeat business, as you can alienate those who liked the old name. This can be dangerous even for logos. (Look at the Gap and Starbucks for issues there.)