Opinion: N@ming conventions

Most InsurTech and reinsurance start-ups presumably get underway
because they want to break and remould "the system".
But the problem is they often take this corporate mission so far
to heart that they carry it over into the task of coming up with a
name for their endeavour.
And that's where they run the risk of irking every single
journalist and sub-editor that will ever have to work on a story
about them.
The first thing these start-ups can do...