There is another problem with Paul's suggestion, which is that it only really works for very young startups that don't have many customers or other business relationships yet.

Once you sell product and have established partnerships changing your name just doesn't make sense any longer and becomes a measure of last resort, e.g. if your brand is so damaged that continuing business under the old name becomes very complicated. But then again, if you're in that kind of a situation you probably have a lot more things to care about which are at least as important.