Rule 2 of Marketing Always choose a memorable name for your product. True story: I have used SHITO as an acronym for years: See How It Turns Out. (Extremely hot, in this case.) My Amazon.co.uk review of Shito Buy Shito from Amazon.co.uk Postscript, 13-May-2012: Nite Owl emails: Richard Carter A fat, bearded chap with a Charles Darwin fixation. View all of Richard Carter's posts.