OK, here is our thoughts, as of now:
Pulito
Pros: We like the way it sounds, and the connotation.
Cons: Doesn't look good, when actually is on on the panel.
A buddy, at some other company, said "Why don't you call it AR-T Purity?" (Pronounced Ar-tee Puri-tee.)
Pros: Sounds good, good connotation.
Con: Someone here gets screwed, if we use it. May have to give one to "runner-up", or we look like weasels.
Then, we realized someone (actually 2, but only the first one could win) came up with "Pure".
Pros: looks really good, on the panel. Especially if we put "Pure" on top, and AR-T, below.
Cons: Some might think it to be pretentious.
AR-T TarT
Pros: If we are not going to use an "eye-tie" sounding word, what is best than something that really has no meaning? Sounds like something we would do.
Cons: Really does sound like something we would do!
(Hey, if Moffat, et al, can call their stuff "Schiit Audio", what is really wrong with Art-tart?)