In between holiday shopping and merriment, we here at the Financial Services Report are pondering what’s in a name. Not much, said Shakespeare. Isaac Asimov begged to differ in a mystery story about who killed one of the library twins (we won’t give away the twist that hinges on a name). So do companies that spend millions of dollars identifying names to reflect their brands, and parents-to-be who spend countless hours poring over baby-naming books in search of the perfect name.

While he was the acting Director of the agency originally called the Consumer Financial Protection Bureau, Mick Mulvaney waded into this debate when he announced in March that the agency name would change to the Bureau of Consumer Financial Protection. “We changed the name because it’s the name in the statute,” acting Director Mulvaney explained, in what he described as a “good, small way” to signal that the agency would “follow the statute.”