Dear Log,
«The whole point of brand names these days is to disguise your purpose, not to clarify it. British Steel is now Corus, British Gas is Centrica, Tarmac Construction is Carillion, the Conservative party is New Labour. [...]
Of course modern global companies can't have names that really reflect their purpose, because the honesty would be too damaging: Rip U Off, Asset-strip PLC, Kwik-Profitz and I Can't Believe We're Not Better. And so they have quasi-Latin names that are deliberately bland and meaningless in the hope that nobody will take offence at what they actually do. The fashion is spreading fast; the al-Qaida terrorist network is soon to be renamed Convexia and the LA street gang the Bloods will henceforth be known as Cruxelsior PLC.»
