Actually, this question is my way of answering We built this site, now what?
I would hazard the opinion that this site isn't "built" until it is self-sustaining and has a real sense of self. (Also, probably, "built" implies graduating from public beta, and we're not even there yet.)
How we style this community has a lot to do with both of those, I think.
Open Data Farm has a very different feel than Open Data-arium or EZ Open Data have. And it's incumbent upon us now not only to evangelize this site but to suss out what tone and tenor the site will most benefit from and work towards communicating that in the name.