Of course, the company's decision to drop the Cingular name from its vernacular still carries risks.

FORBES: Magazine Article

Jens hopes the product's name will replace "e-mail" in English vernacular.

CNN: The genius brothers behind Google Wave

The 3, 700-square-foot space in Covent Garden will adopt the French bistro decor, menu and name of his legendary Balthazar in New York, with the vernacular addition of an afternoon tea menu.

WSJ: Keith McNally | Tracked