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I have long been wary of the companies with self-promotional tickers. A short list of fallen Chinese reverse mergers sports names like HEAT, CABL, ZOOM, CAST, BORN, and BEST. Most of these former high-fliers are either trading today for pennies or de-listed. If you need an anecdotal sign of a stock promotion, you can start with a gaudy ticker name.

For American companies wanting to be taken seriously, this practice is frowned upon. Most of the respected companies have boring ticker names giving little idea of what they do: WMT, CSCO, JNJ, GOOG, MSFT, AAPL, or NFLX.

An exquisitely named Web.com (WWWW) managed to put yet another "W" into an antiquated WWW domain prefix (I am old enough...

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