I have to register a DBA (doing business as) name (for my wife's business) and I just found out that you have to do an archaic process of publishing the name 4 times in a physical newspaper! Takes 30 extra days. Its like SF is trying extra hard to make small businesses harder.

@DanielLurie you should try operating a small business in SF/CA and see the ridiculous steps you have to jump through. Nice that the first year fee was dropped but the hassle of these types of steps is more painful than a $50 fee.