Gosling's Grouse: What's in a name?

In the pantheon of stupid names the new one for the Yell Group is right up there.

Hibu is apparently what the company that started out as plain old Yellow Pages is going to be called. “Let your fingers do the walking”, was catchy, simple and immediately you thought of Yellow Pages. I struggled a bit when the company went from Yellow Pages to Yellow, but I understood all the searching was going online, so the word ‘pages’ was a bit redundant. Yell? Possibly. But Hibu? Certainly not. Hibu sounds like a tiny Japanese toy, or perhaps a Hindu word that should mean peace. Of course in the realm of fund management we have had our fair share of less-than-memorable names bu...