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On Language column in this Sunday's New York Times Magazine, exploring the tricky terrain of corporate etymology - or rather, etymythology.
For more on the realm of etymythology, I recommend two books: Dave Wilton's
In a 2004 article in American Speech, Horn defined etymythology as "the lexical version of the urban legend, a fable - or more generously a piece of culturally based arcane wisdom - not transmitted by scholarly research but passed on by word of mouth (or computer)."