Sidewalkmedia sounds a little rough for a design brand. Think of abstract terms like Lucid Media or something of that provides a design feeling or Centropy Interactive. Heh just brainstorming.
sidewalkmedia refers to my life. I was brought up in the suburbs and Now I have earnt my own money bought a computer with my own money and the cycle continues. I'm going to buy a Mac Mini soon. I bought my iPod with money from design.
I don't think people were being mean, just giving their honest feelings with the intention of being helpful. I personally am indifferent to the name - doesn't grab me 100% but doesn't turn me off at all.