Judging from my experience at the doctor's office today, the ideal name for a new drug would be something like Xxyzzyxx. I commented on the odd name of the antihistamine sample she gave me (Xyzal), and my doctor explained that marketing studies show that customers are more likely to remember names of drugs that include the letters X or Z than those that don't.
....come to think of it, maybe I'd better patent Xxyzzyxx before someone else gets to it first!
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