First, Sharefare changed its name to Ludi Labs (I think this still points to the old Sharefare site, be patient.) Ludi Labs comes from Herman Hesse's The Glass Bead Game. The name change was made official about a month ago, and I even have a fancy business card with the new name.
Update, February 2: The CEO of my company has asked me to temporarily remove the information I had provided in this post. I was quite surprised by this request, since I didn't really think there was anything revealing, but c'est la vie.