What's in a name?

So the name the company chose left me wondering... why "Naked"? I pondered whether it may be that you will feel exposed. After i had many claim free years before joining Naked Insurance I had no horror stories of dealings with insurance companies but have heard of many. I can truthfully say that with Naked there has been no terrifying stories to share. In the last year we regrettably had to claim twice, so our history of being claim free is now broken BUT there's a platinum lining here. After my wife's car was written off we had absolutely no issue's with the claim payout. No "but this or but that's" from Naked, they paid out no hassle. After someone crashed into me recently (minor damage fortunately), again, no issues. So again, the name Naked... why? Well I suspect it's because they are lean in terms of their overheads which reduces your monthly premium, but for me personally in my experience... perhaps there's more to it... perhaps it's because that's how free you feel when insured by Naked Insurance.