Wi-oh-Wi-oh-Wi- did they have to name it that way?

My friend Tim called my attention to an article on wireless electricity just now in a LiveJournal post.

"Soljacic and his colleagues have applied for two patents, and they have branded their idea with the name WiTricity to suggest an electrical-power version of Wi-Fi wireless-Internet technology."

I just can't wrap my mind around the fact that they let the scientists anywhere near the branding.

I know. They tried to be clever. But their brand sounds like "Why Tricity?", when it should be packing the punch of "WHEEE-Tricity!"

If Nintendo had discovered this (and they didn't. Broadcasting electricity wirelessly is one of Nicola Tesla's (Another less reliable narrative here) inventions)...

...it would at least have been Wii-lectricity.

But it's not. It's "Why-lectricity". Don't get me started.

Your basic latin-slinging scientist even one generation ago would have at least realized that even a boring old adaptation like...oh... I dunno...TELECTRICITY would have made more sense.

Scientists should have their hands slapped when they get anywhere near branding.

On a completely unrelated note...I think I need some scientist Playmobil figures...