When he first start it's 'Joe's PLUMBING'. When Joe builds a solid following, it's 'JOE'S Plumbing'. There are multitudes of business that have succeeded with odd names. What the hell is a Pepsi, a Coors or a Budweiser, or a Kroger, an Aldi or a Piggly Wiggly? A Starbucks? A Kohl's? A DeWalt...