The Los Angeles Times did an interview with Los Angeles based Donuts,Inc.
They interviewed Dan Schindler about the upcoming new tld program.
Schlindler told the Times how they picked their own name.
From the article:
These name experts actually spent months, even years, pondering that company name.
They finally settled on Donuts, for several reasons that Schindler shared. One was that the word, like the tasty treat it defines, conjures the notion of options. (Think of all the goodies in the signature big pink box.)
"Is there anybody who doesn't love a doughnut?" he said. "We wanted to depict variety and choice."
Another reason was infused with a little more tech-based humor. The first, middle and last letters of Donuts are DNS, as in Domain Name System.
And a very, very inside joke among them had to do with the color of the first letter. It was a teal D -- a TLD, as in top-level domain.