A personal story about this marketing mania: Earlier this year, my publisher said he wanted me to write a book of a well-known Sudoku/crossword hybrid puzzle. This specific variety of puzzle has been known for decades in the United States as “Alphacodes” or “Coded Crosswords.” They’ve been a favorite of mine since I was a kid, so I eagerly agreed to do the book.

“But we need a Japanese name,” the publisher told me.

It’s a language-specific puzzle that’s never been seen in Japan, I replied. It doesn’t have a Japanese name.

“Then come up with one,” he shot back. “Marketing wants a Japanese name. Can you have it to me by Tuesday?”