oh yes. There was a whole vote on the name itself. A big part of it centered around SEO and public perception. The site is optimized (Google again, we come up #2) and once the content is loaded and we start getting press, you'll see us show up all over the place. I wouldn't doubt we knock the other CASAA off the top 10.
One of Google's 36 algorithms is the weight of the sites that have links back to you. It's like high school, if the cheerleaders think you're cool it carries more weight than if the chess club does. Once we have the likes of ABC, CBS, NBC, etc. posting stories on us those heavy hitters will fill in slots below our listing (which will be #1)
ATA/IATA was another one in hot contention, but the Air Transport Association is all over the results page and would have been a nightmare. Also, the Flash intro on the other CASAA site doesn't the search engines anything to "see". Simple tricks like calling images things like casaa001.jpg and loading ALT tags (originally designed for ADA compliance but ignored by most software that generates HTML) will catapult us even higher.