True, but consider this:

```ruby
UIBarButtonItem.alloc.initWithCustom(view)
BW::UIBarButtonItem.custom(view)
BW::UIBarButtonItem.build(:view => view)
```

Seems like this falls under the jurisdiction of the [Principal of Least Surprise](https://en.wikipedia.org/wiki/Principle_of_least_astonishment), no?  I feel like `:custom` is a more obvious if you're familiar with the **Cocoa Touch Way**.