Hedge funds are often named to indicate security such as Citadel Investment or Fortress Investment. But at the same time, a fund—to starting trading early next year—was christened Ground Zero Strategic Commodities. Nowhere based even near Manhattan, the fund operates from Zug, Switzerland. Having a distressing word like Ground Zero (with the 9/11 attacks still showing their aftereffects) didn’t harm the fund much—it is already said to have raised $35 million. Three researchers, few years back, published their findings that mutual funds change their names “to reflect a current hot style”. Irrespective of any change in the fund’s style, inflows abnormally rose by an average of 28%. So it seems like there’s more to a name than numbs the brain.