Cupcake Place with Terrible Name Closing

People are crying in their almond soy milk over the closing of the Cupcake Chain Crumbs:

The chain has struggled financially over the past few years. The WSJ notes that according to securities filings, Crumbs announced losses of $18.2 million last year and $10.3 million in 2012. The chain had also closed 15 stores in recent months and announced that more closures would be on its way. The biggest blow happened earlier this month when the Nasdaq Stock Exchange dropped the company after its price fell to less than 30 cents a share.

My question is why on Earth would you name a cupcake place "Crumbs"? Doesn't really connote flavorful moistness, does it? It'd be like someone being dumb enough to put "bones" in the name of a fish restaurant OHWAITTHEYFUCKINGDID.