I was thinking up names for my fictitious soap company a few months ago, I had a list of about 15. Once I started checking them on Google, I realized how many soap makers there are out there because all of the names on my list were taken in some form or another. A lot of Etsy soapers have their store on Etsy but didn't reserve the web domain. I also noticed that there would be a web site from Virginia and an Etsy user with the same name from Arizona.
When I finally take that big leap into selling, I am going to reserve my name on EVERYTHING - Facebook, Twitter, yahoo email, Google +, Etsy, web domain, Instagram... Even if I don't use some of those sites it will prevent others from using the name. I guess I am paranoid though.