What's in a name? A rose by any other name would smell as sweet. What we have to consider here is the name as a mere label, used to distinguish a thing from all other things; contrasted with the name as a symbolic expression of the essence of a thing. The second perspective is a magical viewpoint. Primitive peoples around the world believe it. They are reluctant to tell strangers their name, for the same reason they are reluctant to have their pictures taken with a polaroid camera, or to look into a mirror. To know a person's name is to hold power over that person. The person who knows the true name of God, Yahusha, has power. That's the belief in the primitive mind. Lately, Western culture has reverted to a kind of neo-primitivism, so it follows that it would adopt the beliefs of naked savages living in mud huts in Borneo. The Jews believed the same thing. To know the true pronounciation of the four-letter Hebrew name of God was to possess great magical power. It was a secret guarded jealously by the priests at the Second Temple in Jerusalem until the Romans, acting as God's hand of justice against the Jews for the murder of Jesus, pulled it down to its foundations. At that point the true pronounciation of the Great Name of God was lost. Now modern Christians have embraced this magical concept of a name of power, which for so many centuries has been a mainstay of magic. They believe knowledge of the name elevates them above other Christians; it makes them *more* in some way -- more important, more potent, more intelligent, more valuable. It sets them apart from other Christians -- and they do seem to very much wish to be set apart from other Christians.