“Block” suggests “blockchain”, which inexplicably to some people still doesn’t seem to be a swearword yet. You only need to look at the “Long Blockchain Corp.”, formerly known as the “Long Island Iced Tea Corp.”, to see how a name that incorporates “blockchain” can give your company a boost. (A brief boost, to be sure, in the case of that company, but there you go. A legendary business leader like Jack Dorsey will certainly be able to do better.)
OTOH, so far a “squarechain” isn’t a thing, so the potential of the existing name is sadly limited, and a rebranding obviously compellingly required.
