Loving this New York Times piece on the weird science of naming new products:

Today roughly 500,000 businesses open each month in the United States, and every one needs a name. From Dickens with his bitter Gradgrind to J. K. Rowling with her sour Voldemort, authors have long understood that names help establish character. Politicians know that calling a bill the USA Patriot Act makes it a little harder to vote against. The effects of strategic naming are all around us, once we begin to look for them. ‘You go to a restaurant, and you don’t order dolphin fish,’ Shore points out. ‘You order mahi-mahi. You don’t order Patagonian toothfish. You order Chilean sea bass. You don’t buy prunes anymore; they’re now called dried plums.