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I'm lovin the Roadrunner ad. Its safe to say we've all invested in some time honored product here. And if its safe enough to use on a gull-wing its safe enough to use on anythng i own.
The apostrophe always causes a problem when it comes to the names of businesses. The use of the apostrophe makes sense when the name is conjoined with one or more other word, say, "Meguiar's Car Care Products" or "Macy's Department Store." The problem occurs when the name becomes to be used independently of the other terms: Meguiar's or Macy's. At that point the apostrophe becomes redundant and indeed misleading.
My father had to face this problem in his own business. He began his furniture business with another gentleman. The firm was named "Barnes & Kimel Furniture Company." Later the partnership was dissolved and my father renamed the store: "Kimel's Furniture." Very quickly the store became known simply as "Kimel's," though I know that at some point my Dad tried the name "Kimel Furniture," but it just didn't seem to work. Rightly or wrongly, he subsequently decided to keep the plural and drop the apostrophe, and the business became known as "Kimels" or "Kimels Furniture." I'm not sure what the marketing and advertising folk did when they needed to use the apostrophe. Perhaps they reverted back to the old usage or perhaps they simply added an apostrophe, "Kimels'." Those apostrophes can be confusing linguistic critters.
Swirls hide in the black molecular depths, only waiting for the right time to emerge and destroy your sanity.
--Al Kimel
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