My experience with the insights, thus far, has me on the fence still. I still think something is better than nothing, but I still retain that the ‘generic’ feel of the insights aren’t helping much. Not only that but I have discovered that it seems many CHs aren’t as open to the style of names that they say they are. I keep getting so many ‘hard to spell’ insights even on names that are 6 or 7 letters on contests that say they are open to misspelled, combination, madeup, etc type of names. Isn’t that the purpose of these types of names – to be misspelled and not real words? I mean misspelled words and words that are combos or mashups are going to be more difficult to spell and not everything can be Uber. This is making me realize that maybe some CHs need help understanding how many types of brand names there are out there and what categories they fall into (descriptive, geographical, invented, founder, lexical, evocative, acronym, etc, etc) and how many of these include examples that are sometimes harder to say, read, spell. Real words, as I have even found in a few most recent entries are even being listed as difficult to spell and they are real words. Which brings me to want to suggest that we may need to find out more information from CHs on how open they really are and what exactly they have in mind and if they are truly wanting simple, short, real words – which are going to be hard for us to come up with for them.