>> Bahr stops for a moment, as if listening to herself. Then she bursts out laughing. "Listen," she says. "I take it back. You write whatever you want to write. If someone out there wants to name their company Jamcracker, God bless them. And good luck to them."
Paying for someone to name your car model "J30"? Oh come on.
This reminds me of the (semi-apocryphal) story of the creation of the Euro symbol. A European Commissioner, Jean-Pierre Malivoir, was given a big pot of money to hire a designer to come up with a proposed symbol for the new currency. He thought it was a total waste of money, and sat down and came up with the early version of what is now the Euro symbol himself.