What are some of the best guild names you ever seen? TEScO (it's a supermarket in the UK) Gavinwillfixit ( leader of the blues Gavin the great like to spawn lock teams so someone breached rayles but before turning the flags demolished the whole keep)
Reverse Auction House — Elder Scrolls Online Then you have Asda Tesco Morrisons who sell main line brands for more than the other's Etc Etc Etc As you rightly mentioned, a market is defined simply by supply and demand, but that doesn't mean there are not multiple tiers to each market