nyt magazine > james gleick: get out of my namespace

The world is running out of names. The roster of possible names seems almost infinite, but the demand is even greater. With the rise of instantaneous communication, business spreading across the globe and the Internet annihilating geography, conflict is rampant in this realm of language and of intellectual property. Rules are up for grabs. Laws regarding names have never been in such disarray.

People war over names with the passion and righteousness seen in ancient battles for parcels of land. A select few names -- think of them as the pinnacles and hilltops -- develop a tremendous concentration of economic value. The word NIKE is thought by analysts to be worth $7 billion; COCA-COLA is valued at 10 times as much. No wonder the lawyers gird their loins.

Computer science offers a useful term of art: namespace -- a territory within which all names are distinct and unique; no fuzziness allowed. The world has long had namespaces based on geography and other namespaces based on economic niche. You could be BLOOMINGDALE'S as long as you stayed out of New York; you could be FORD as long as you weren't making cars. All the world's rock bands live in a namespace where PRETTY BOY FLOYD and PINK FLOYD and PINK and the 13TH FLOOR ELEVATORS and the 99TH FLOOR ELEVATORS happily co-exist. The Screen Actors Guild manages a formal namespace of its own -- one JULIA ROBERTS per universe. But traditional namespaces are overlapping and melting together.

wohnen denn dann die pr0neaux-stars wie dru berrymore und ein paar andere? ich haette da zb giulia rawberts anzubieten ;-)