From a marketing perspective, business branding is extremely important. Business branding includes things like name, logo design, colour scheme, even music in some instances.
What you are to trying to accomplish with business branding is building familiarity with customers. If you hear the word Mc'donalds, chances are you will thing of the golden arches, think of Coke and you may thing of Coke Red.
Those are two examples of excellent business branding by both image and colour, but there is less importance placed on the actual name itself.
How important is a business name itself?, well it depends how you choose to market your business. Is your name going to be key to your overall branding as opposed to logo or colour branding, if so then a name is most definitely important.
Having said that I have never given any credibility to the train of thought that a business name has to reflect what you sell. Yes, that can be a very simple way to make an obvious point, but that's what smart marketing is all about.
I would say think of a name that is catchy rather than related to the products you sell, unless of course you can combine both, then that's a bonus.
A good catchy name will stick in a customers mind easier than anything else, and that's exactly where you want your name to be!
The one thing I would strongly suggest is to work in with a name that you can secure the URL for. Not an easy task, but don't limit yourself to a dot com if nothing i available.