"Nothing short-circuits the rational bits of a brain quite like repetition. Take names like 'Led Zeppelin', 'Kit Kat' and '20th Century Fox', for example. These sorts of incoherent mental amalgams really ought to inspire our curiosity, but through regular use have somehow become utterly ordinary. It's easy to see why. After all, we all know what they are, and after being around for so long the names that they go by are just an appendage of that. Better to cut out the logic-craving middleman than to question the same old phrasing over and over again."