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Copycat Naming

The garbage collection companies that serve my downtown neighborhood are named:
  • Texas Disposal Systems
  • Central Texas Refuse
  • Waste Management Inc.
(The reason I know so much about garbage collection is that the City of Austin recently forced my building to use Waste Management Inc. and pay almost 800% more in monthly fees.)

These company names are all way too descriptive, and they pay the price. Imagine Central Texas Refuse had something that distinguished their service from the others. How would a building manager remember which company was which? "You know, the one that picks up recycling at no extra charge. Texas Disposal Systems, maybe? Oh heck, I can't remember which one."

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