Screening, or clearance. Big difference, there. http://www.foley.com/intelligence/detail.aspx?int=8593
Pick an original name, and there are no problems. Pick something that everybody and their brother is using, it will all come down to having a distinctive logo/mascot and even then, you could still have problems. Not to mention the lack of decent domain names. And therein lies the problem of a "public" process; you pretty much have to buy up dozens of domains before the list goes public or else the cybersquatters will have a field day.