This reminds me of when the local knick-knack shop was called Save-It (presumably because the owner had got hold of a shitload of carrier bags from this advertising campaign) in the 70s, changed it's name to Spend-It in the heady days of the 80s, and went back to Save-It in the early 90s.
Still, it's a bit like calling your shop 'The Miners Strike' or 'The Gulf War', isn't it?
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