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To others it's a science. However you approach it, coming up with winning names is more than just a game. In an old building in Sausalito, California, a crack team of linguistic, legal, and creative specialists pieces together word fragments, flips through pictures, and runs sophisticated database software. New product introductions are exploding at the rate of more than 26,000 per year. As a result, new names, good names, even legally available names are harder and harder to find.