Making up your own religion -- that's where the real money is. Or so went the thinking of L. Ron Hubbard. And if you're going to make up your own religion, you need good marketing to compete with the long-established brand names.
People who pick on Scientology ignore the real work that went into building it up into what it is today. Even choosing a name was crucial. It had to tap into the mysterious allure of the promise of science without having anything to do with existing science. In precise terms, it had to sound sciency without sounding religiousy.
Here are the top 10 rejected names for Scientology.
Religionology -- Rejected for being to religiony.
Scienterifficness -- Rejected for being too peppy.
Scientawesome -- Overstates the awesomness.
Ripoffology -- Sounds too much like it's going to teach you how to rip other people off. Misleading.
Pseudoscience -- Taken
Science-ology -- Folks were put off by the hyphen
Scienceness -- Too wishy-washy
Hubbardism -- Close! Tempting but... nah.
Carnival of Thetans -- People would expect fried dough at every meeting. No go.