What better way to generate a buzz about your new website than to give it a name that sounds exactly like the most overused word in Silicon Valley?

Cuil (pronounced “cool”), which launched on Monday, is nothing if not ambitious: the site aims to challenge Google‘s dominance as an internet search tool. Cuil’s main selling point – discreetly referenced on the by-now de rigeur minimalist homepage – is that it reaches parts of the web Google does not, indexing 122bn internet pages, perhaps three times the amount covered by its larger rival.