Our affiliate program was originally TeenBoyBucks when we had just boyfunk and the foot site, but as we expanded (and eyed further expansion) we decided that this name would be limiting, so a more all-encompassing name was appropriate. After some market research and looking at a bunch of options, we approached the owner of Gaybucks (which was then unused), and arranged to buy that domain name from him. I think the branding and visibility that the Gaybucks name has allowed us to create has helped us grow our affiliate program, though I also think that a great affiliate program with an unwonderful name can still be wildly successful.