Owning my own website, I know all about the importance of branding. But when it comes to adding your own touch to a coral, it can be down right ridiculous. Coral naming has gone out of control. Everything with any color whatsoever gets some crazy name that instantly doubles or triples the price. From a retailer’s perspective, you would be dumb not to name something exotic. But it drives up the price of this hobby, making some of the more attractive corals unattainable for most hobbyists. Can we chill out on the names for a while? Does one eye/mouth of a chalice coral really have to cost $500 per because you gave it the LE moniker or added a string of four or five names to it?