Justin.tv's Emmett Shear makes Freudian slip about selling company

Kicking off a thread on Hacker News about how to sell a business, Emmett Shear, CTO of live-video startup Justin.tv, accidentally typed the name of his current employer instead of his previous company, Kiko Calendar, which was sold on eBay for $250,000. A sign the company is desperately looking for the exit? Who knows. But it certainly doesn't help to answer part of the original question about flipping a startup:

How would you do it without causing problems (ie people thinking you're up for sale)?