* The company we bought our Crowler machine from made us sign paperwork stating that we would never refer to them as "crowlers," but only as "crowler-style cans." We feel extremely silly doing that, because it's a silly thing to do, so we don't do that.
** Thought exercise: if we, as a business, actually had a seldom-used middle name, where would it go? Between "Bone" and "Up" or between "Bone Up" and "Brewing Company"? Talk amongst yourselves.