As family names and old religious stand-bys continue to lose favor, parents are spending more time and money on the issue [of names for their children] and are increasingly turning to strangers for help.” The Wall Street Journal (June 22) goes on to say that numerologists are paid up to $475 to test a favorite name. Hundreds of books and thousands of Web sites offer help. It’s a market economy, marketers reason, so why not market names? We read: “An unusual name gets people’s attention when you’re searching for a job.” Some choices can be embarrassingly wrong. One couple, we read, chose ZoeRose and then found that it belonged to a British porn star.