“So how did this happen in the first place? Back at the beginning, certain, shall we say, paternalistically minded parties (i.e., the guys in suits) decided that we should act like grownups, and being as yet somewhat immature‚Äîat least as businesspeople–we did as we were told. Which is how, one day, we ended up sitting around a conference table listening to representatives from a ‘branding’ company. What followed is still a bit of a nightmarish blur, but it involved a PowerPoint presentation on the history of names…”

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