De Ford Motor Company was in the fifties diligently looking for a good name for the 'flop' that we all eventually got to know as the Edsel. The management had the American poet for this Marianne Moore engaged to come up with a 'catchy' name. She came with "Utopian Turtletop'And'Pastelogram'as a favorite. Fortunately Ford saw nothing at all, otherwise it would have become an even bigger flop ...