Do not be surprised if, whatever proper name it is eventually assigned, the new, mountain-dwelling, central-Asian species actually becomes known as the yeti.

ECONOMIST: A new species of human

Each fictitious applicant was randomly assigned either a black-sounding name, such as Jamal or Lakisha, or a white one, such as Emily or Greg.

ECONOMIST: Black America

For those that never added a vanity URL, Facebook has assigned numbers to serve as your email account name.

CNN: Facebook just switched your default e-mail address

Despite the large number of objections, Icann (Internet Corporation for Assigned Names and Numbers) - the internet name regulator in charge of the rollout - has indicated that it still believed it would be able to release the first suffixes for use by May 2013.

BBC: New internet name objections filed by government panel

In one study, college seniors seated at a desktop Mac were randomly assigned to use either a generic keyboard and mouse or brand-name Apple accessories.

FORBES: Why Generic Products Can Make You Feel Bad About Yourself