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Cuil, pronounced “cool,” is only the latest in a long string of start-up companies that have been founded and financed with the goal of competing with Google

Former Employees of Google Prepare Rival Search Engine - NYTimes.com

Probably one of the worst marketing idea one can have is to have a webservice with a name that isn’t spelt how people expect it to be. You completely loose ‘word of mouth’ because everyone that mentions it has to spell it out.

If this search engine ever gets popular I imagine cool.com is going to get a lot of hits