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Sony had a NAS device for video storage called the “Petafile”.

Oh, wow! Not that "PDF file" sounds any better, though.

We named it Chert because we were doing archaeology research.

That's fine, but never forget why Mitsubishi had to rebrand its famous Pajero SUV as the Montero in America and in Spanish-speaking countries [0]!

better than "shart"... i guess