In a somewhat less subculture-savvy move, an Internet service provider in Gothenburg has chosen to call itself GothNet. Nothing on their web site suggests that they have any inkling what “Goth” means to most English-speaking people today.
The etymology is complicated. First there was a bunch of Germanic-speaking tribal groups in the 1st Millennium AD: Goths, GÃ¶tar, Geatas, Gutar, all with names meaning “spillers”, that is, “ejaculators”, that is, “men”. Then during the Renaissance the High Medieval building style with the pointy arches got called “Gothic” as a put-down. (Then Gothenburg-GÃ¶teborg was founded in an area once settled by GÃ¶tar.) Then a Romantic horror fiction genre set in old buildings got called Gothic. Then an 80s post-punk subculture got called Gothic because of the members’ vampiric looks and nocturnal habits. And that’s why GothNet is such a silly name for an ISP catering to suburban breeders.
Update same evening: Here’s Paddy K’s vastly improved version: