And sometimes luring a crossover talent proves a similarly appealing way to land a big name without having to shell out a similarly sized paycheck.

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But Frito-Lay didn't want its Doritos name on just any taco shell, so it created a special, crunchier shell for the Doritos Locos Tacos.

WSJ: Doritos to roll out chips in 'Taco Bell' flavor

"One minute Bale's Patrick is a cowering corporate geek and self-described empty shell, the next an arrogant, name-dropping smoothie, the next a hysterical wimp unable to distinguish reality from fantasy, " it said.

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Or alternatively, Apple could have set up a new shell company, as they did when buying the iPad name off Proview, not that that worked out entirely wonderfully.

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The shell is flexible and covered in a black leathery skin - hence the name leatherback.

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Here, King Carnival is the name given to the evil spirit and he goes up in smoke on beautiful Shell Beach.

BBC: A Caribbean carnival of carnivals

Royal Dutch Shell, the Anglo-Netherlands oil company, is a safer bet than the quintessentially British oil name, BP.

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Taxpayers can no longer rely on the fact that their name is not known to the IRS. With relatively minimal information received from a thief or a shell-company wire transfer, the IRS can extract the intelligence it needs from the Swiss authorities and use it to prosecute the taxpayer.

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