In the ongoing insanity that is the renaming of the eBranch, we've discarded the name "PPLD Downloads" and are going to give "CyberShelf" a try.
Our most recent usability test showed that patrons don't associate the term "Downloads" with eBooks, so we need something more descriptive. CyberShelf is catchy yet descriptive so I'm cautiously optimistic it will fly. If not, I'm going with either eMedia or keeping eBranch, both of which feel like a cop-out.
We'll run another usability test in the spring and see how the new name is received.
eBranch has been our biggest naming challenge so far, so I hope we've hit on a solution with which everyone can be happy.