I've never liked it. Probably as it was a blatant rebranding exercise. It just feels so pretentious. Just like 'Google' would if it were a new name (great in it's day.) All the web 2.0 names, seem so naff now. I pretty much cringe whenever I read one. (I think the only clever part was naming it after Bing Crosby - which you have positive associations with). Perhaps they wanted Ping. Or perhaps it's some play on Bill Gates' name!