Index: site-author/guides/names.xml
===================================================================
--- site-author/guides/names.xml	(revision 1237602)
+++ site-author/guides/names.xml	(working copy)
@@ -38,7 +38,6 @@
             <li>
               <a href="#elimination">Eliminate Unsuitable Names</a>
               <ul>
-                <li><a href="#main-sequence">The Main Sequence</a></li>
                 <li><a href="#ethical-suitability">Appropriateness</a></li>
                 <li><a href="#uniqueness-what-and-why">Unique Enough Names</a></li>
                 <li>
@@ -57,19 +56,43 @@
     </section>
 
     <section id='intro'>
-  <title>Introduction</title>
-  <p>
-  This guide is <strong>not</strong> <em>legal advice</em> or <em>legal opinion</em>: 
-  <strong>do not</strong> use it as a substitute. 
-  Its aims are education and information <strong>only</strong>. 
-  </p><p>
-  This process filters out unsuitable names early, 
-  reducing the legal resources required and
-  limiting the potential disruption to a community of a forced name change 
-  later. A smooth path, but not the only one. If there are reasons
-  why this road isn't right for your podling, 
-  consult <a href='http://mail-archives.apache.org/mod_mbox/incubator-general/'>incubator general</a>.
-  </p>
+      <title>Introduction</title>
+      <p>
+        DISCLAIMER: This guide is <strong>not</strong>
+        <em>legal advice</em> or <em>legal opinion</em>:
+        <strong>do not</strong> use it as a substitute. 
+        Its aims are education and information <strong>only</strong>. 
+      </p>
+      <p>
+        One of the
+        <a href="/incubation/Incubation_Policy.html#Minimum+Graduation+Requirements">graduation requirements</a>
+        for an incubating project is to check its name for trademark issues.
+        The reason for this requirement is to help prevent possible
+        confusion or legal trouble caused by unsuitable project names.
+        The level of effort that should be spent on this name check depends
+        on the project: the more important you think that trademark
+        protection are to your project, the more effort you should making
+        sure that the project name is protectable in the first place.
+      </p>
+      <p>
+        The aim of the name search process is to to verify that
+        a name is acceptable and suitable to the project community.
+        The best time for this search is already <em>before</em> the name
+        of a project is decided. For example, if you're having a community
+        vote on proposed project names, it's a good idea to check at least
+        the most popular candidates for suitability before the final vote.
+        Having to rename your project later on is always disruptive, so
+        its a good idea to spend some effort on this as early as possible.
+      </p>
+      <p>
+        This guide describes a process by which you can establish a
+        pretty solid record of the suitability (or not) of the name of
+        your project. Note that this guide is not a strict requirement
+        for all projects, just a recommended best practice. Please contact
+        the Incubator general <a href="/guides/lists.html">mailing list</a>
+        for any questions about the name check.
+      </p>
+
       <section id="meet-the-team">
 	<title>Meet The Apache Branding Team</title>
 <p>
@@ -150,43 +173,26 @@
   </p>
       </section>
       <section id="name-search">
-  <title>Podling Suitable Name Search</title>
-  <p>
-The initial <a href='http://incubator.apache.org/guides/proposal.html'>proposal</a> 
-establishes a working name for the new podling.
-Often some discussion and filtering of suitable names happens during the election
-process but this proposed name is <strong>not</strong> final, only <em>provisional</em>. 
-The community may choose to change it. Or the community may discover that the name is unsuitable:
-in which case a suitable new name must be found. 
-  </p><p>
-A podling needs to discover whether a name is suitable.
-The Incubator community calls this process the <em>suitable name search</em>. 
-This avoids any potential confusion with phrases like
-<em>trademark search</em> with technical meanings in the trademark community. 
-Please be careful with language. In particular:
-</p>
+        <title>Podling Suitable Name Search</title>
+        <p>
+          The remainder of this document describes a recommended process
+          for checking the suitability of a project name. We call this
+          process the <em>suitable name search</em> to avoid potential
+          confusion with phrases like <em>trademark search</em> that have
+          technical meanings in the trademark community. Please be careful
+          with language. In particular:
+        </p>
 <ul>
 <li>avoid using loaded technical legal terms;</li> 
 <li>use plain, simple English to describe what you did and what you found;</li> 
 <li>avoid speculation; and</li> 
 <li>don't offer <em>advice</em> or <em>opinions</em>.</li>  
   </ul>
-  
-    	<p>
-A suitable name search must be successfully completed before a podling can graduate.
-This isn't the only way one might be done, just a smooth path.
-</p><p>
-Names are an essential part of building a brand and community. 
-Switching names wastes the efforts put into establishing the original name.
-Therefore complete this task as soon as possible.
-</p>
-  
       </section>
     </section>
 
-  <section id='search'>
-  <title>Conducting A Suitable Name Search</title>
-  <p>The aim - to find a name that is acceptable to the community and is not unsuitable.</p>
+    <section id='search'>
+      <title>Conducting A Suitable Name Search</title>
   <p>
 A suitable name search has public and private elements. 
 The <a href='https://issues.apache.org/jira/browse/PODLINGNAMESEARCH'>tracker</a> provides the public record.
@@ -232,22 +238,6 @@
 <em>not unique enough</em>) and to avoid loaded legal terms.
          </p>
          
-         <section id='main-sequence'><title>The Main Sequence</title>
-         <p>
-Every podling is unique, but using a <a href='http://outreach.atnf.csiro.au/education/senior/astrophysics/stellarevolution_mainsequence.html'>cosmic</a>
-metaphor, most fit into a main sequence. For podlings on the main sequence,
-most of the bugs should have been squashed and rough edges documented away, so expect a smooth journey. 
-Away from the main sequence, process may need to be grown, documentation is likely be sparse
-and progress less smooth. 
-         </p><p>
-The main sequence is described here. This well known path is
-appropriate for almost all podlings.
-If there are good reasons to think that your podling is a special case, discuss this with the
-<a href='http://mail-archives.apache.org/mod_mbox/incubator-general/'>Incubator community</a>
-and reach consensus on the way forward.
-         </p>
-         </section>
-         
          <section id='ethical-suitability'>
          	<title>Appropriateness</title>
          	<p>