Nintendo invokes good names to defend a bad one [update 1]
by Vladimir Cole 
{ Apr 29th 2006 at 1:30AM }
Since announcing that they'd be renaming their new console from "Revolution" to "Wee," Nintendo's
been busy explaining the name to press, often invoking other household names in the process.
Here are some representative quotes:
-
Perrin Kaplan to MTV News: "Many top companies have successfully used names or phrases that might seem odd at first blush: Virgin for an airline, Caterpillar for construction equipment, Yahoo! for Internet services, Naked for juice, Prius for a car, Napster for a Web site."
-
Perrin Kaplan to IGN: "You think about Google being an unusual name. You think about Virgin Airlines. Amazon. Napster. All those. I think it's as unique as those. They aren't just unique, but loved names for places that we all know."
-
Perrin Kaplan to CNN: "I'm sure people felt the same way when Google was named – or the iPod. Napster. Yahoo. There's a whole host of unusual names that have become a part of everyday conversation and I think they're viewed now as unique."
Next,
after the "continue" link, we unpack and unravel the defense:
Is Wii really like those other names?
- Virgin: Not just an airline, as Kaplan states. "The Virgin Group is the group of companies using the Virgin brand of British celebrity business tycoon Sir Richard Branson. The core business areas are travel, entertainment and lifestyle..." According to history of the company, "The first Virgin record shop opened on Oxford Street, London." As a name associated with records, music, and entertainment, Virgin is quite fitting, as it evokes sex, youth, and vibrancy. It also has a touch of the taboo, in it. Just right for a media and entertainment empire.
- Caterpillar: "Caterpillar" was a specific type of track-type employed on tractors used in World War I to distribute weight more evenly so that large vehicles could move without sinking into mud. Wikipedia notes that at least one soldier was observed remarking that the machine's movement was caterpillar-like. A very fitting name indeed.
- Yahoo!: The word "Yahoo" actually comes from a cowboy shout. It is an exclamation of excitement, exultation, or delight. It probably came from the familiar "Yoho" (as in "Yo ho ho and a bottle of rum"). Excitement, exultation and delight are great words to describe the delight of discovery enabled by an internet search engine and portal.
- Naked: This word has come to mean "unadulterated," "clean," "stripped of all disguise or concealment," "Left without any addition; not strengthened or increased in any way," "undiluted," "vulnerable" and "delicate." A "Naked Juice" is therefore a juice without pesticides, without additives, that's vulnerable and fragile because it's so fresh. It's an honest juice, stripped bare of all of the garbage that goes into, say, SunnyD or other sugary beverages.
- Prius: According to the OED, it means, "That which takes precedence; the superior, first, chief." It's a combination of "pri" (before) and "us" (from the masculine Latin suffix "us"). It evokes the words "prior," and "pious." The name has a technical feel (thanks to its Latin roots) and is short and simple. It's also "ownable" (nobody else had much of a claim on it).
- Napster: A 19-year old college kid used his own nickname for the company. What else do you expect? Even so, it's appropriately irreverent and collegial. It's certainly unique (or was, before all of the me-too clones).
- Google: From the word "googol," "a fanciful name (not in formal use) for ten raised
to the hundredth power." In use since 1940. A great seed word for a company that wanted to build the biggest search
index on earth. Unfortunately, the name sounds a little like baby talk: "goo goo," "ga ga," and
"gurgle."
- iPod: The lowercase "i" was first introduced in 1998 with the iMac. The iPod was launched three years after. Three years is a long time, during which Apple built a brand around that little "i." They've got the iBook, the iMac, iPhoto, iWeb, iMovie, iDVD, iChat, iCal, iSync, iLife, iWork, iDisk, and so on. The "pod" part of the name works too. Pods are small containers that contain seeds of life and energy; seeds that can give birth to worlds. The "pod" can envelop its user, wrapping him in a safe womb where he can be alone with his thoughts and his music. Granted, there was a teensy bit of unfavorable reaction to the name, but not nearly as much as met the Wii.
- Amazon: It's huge. It's teeming with life. It's the Amazon river, basin and tributary system. It's got everything from "A" to "z" in it. It's organic, lush, and vibrant. It's fun, too, and full of life. The name is believable and unobjectionable. The big issue with the name is that there's an entire region of the world with this name, so any company hoping to carry this name would need to work that much harder to rise above the din.
Reader Comments (Page 1 of 5)
Angie Quidim @ Apr 29th 2006 1:42AM
The VP of Marketing of Nintendo has very little defense in terms of the new nintendo console's name.
There is supposedly a sweepstaked where the winner will be the first person at the worldwide E3 press conference to hold a Nintendo Wii. What if that winner was a child....
A child would be the first one in the world to hold Nintendo's Wii. The connotations are purely evil.
Plus the fact that there are so many other acronyms that would have been appropriate. This isn't childish humor, but bad marketing decisions.
Nintendo is also very child friendly. Can you even think of a retailer asking if his/her customer would like to see Nintendo's Wii?
No they should think twice about this.
Jesse Pentecost @ Apr 29th 2006 1:42AM
this is really starting to get old now guys
Galls @ Apr 29th 2006 1:42AM
and still none of them mean piss, virgin is however the closest to piss, but virgin also signifies clean, fresh and unused.
vc @ Apr 29th 2006 1:43AM
It's called Amazon.com
Not "Amazon" and not "Amazons."
Sadm @ Apr 29th 2006 1:43AM
I agree. Those other names, although strange, are good. Or at least average.
"Wii" is just bad. It sounds like the slang for "Urine". It is utterly bizzare. It also reeks of someone trying to cash in on the "i" in the ipod, the graphical design is so similar.
Even if Nintendo called it the VEE it would be better. Vee is related to victory. It has the same simplistic terms but none of the negative connotations.
V would be for victory. Wii is for weak.
Seriously, did NO ONE at Nintendo Inc realise how bad a name this is? I am a Nintendo fanboy, and I am ASHAMED of this name. It is utterly horrible.
Derick @ Apr 29th 2006 1:44AM
Wii!....like Yahoo! Both are exclamations of joy! *if you twist it a little....
Sonic_13 @ Apr 29th 2006 1:45AM
Why are you guys fighting the name so much?
It isn't even as if you are just disagreeing anymore. You are now really going way out of your way just to fight it and for what? What is your point? Its obvious that you don't like the name, but now your just pushing it. It is getting annoying.
Your entitled to your opinion, but seriously, these threads are getting way out of hand.
gamedjin @ Apr 29th 2006 1:46AM
Bravo! An extemely thoughtful counter-punch to some ill-concieved justifications. There is no way to excuse a product name that sounds EXACTLY the same as a bodily function.
Come to think of it - Perrin Kaplan:"Yes, Wee. It's sterile, you associate it with clean white bathrooms and it is something we all have in common. It binds us together in a big white bathroom of togetherness."
I'm still gonna buy one though.
OM @ Apr 29th 2006 1:53AM
Yeah, I'm getting a little tired of all the posts analzying and criticizing every word Perrin Kaplan says too.
J @ Apr 29th 2006 1:56AM
usually i had vc posts, but i agree with this one, and im a nintendo fanboy it is dumb for them to draw comparisons to these other brands, because like it or not, Wii has a name that makes people think of pee, and the others dont.
J @ Apr 29th 2006 1:57AM
hate not had, sorry
Hurmun @ Apr 29th 2006 1:58AM
I play games, not names.
Swifty @ Apr 29th 2006 1:58AM
So does this mean noone will buy the revolution.. because of a name??
Just forget what else it means, Wii is a good name. You'll get used to it like every other weird name out there.
skyrous @ Apr 29th 2006 2:01AM
I wouldn't compare the Wii to virgin airlines or napster. Actually a search engine named google meaning very large number always seemed appropriate to me.
But anytime anyone uses Wii in a spoken sentence it just sounds wrong.
I compare this more to ford introducing a car specifically aimed at the hip hop culture and calling it "the breakdown"
BatzRadio @ Apr 29th 2006 2:01AM
Okay - we get it already. You personally hate the name.
But this is it. They are not going to change it for Joytiq. They're not gonna change it for the so-called Nintendo Fanboys that hate the name - even though I'm sure I can dig up posts where most of them bash Nintendo before this ever happened. They're not gonna change it for they all-powerful HARDCORE GAMERS, because quite frankly, a lot of them are perpetually unsatisfied Power Whores. And they're not even trying to sell it to them and they never were. They admit as such.
Not to make a stupid pun, but they're not in the great next-gen pissing contest - not because of the console name, BUT BECAUSE THEY DON'T WANT TO BE. And I sincerely wish people would get that through their stupidly thick skulls.
This is the way it is. And if you still have a complex about it to where you have to post 10 editorial news stories a day about it then you should get over yourself. Or seek psychological help for your nascent urine fetishes.
Andy @ Apr 29th 2006 2:03AM
A Wii by any other name still...
I don't care if it sounds like or means: crap, balls, junk, piss, or crotch...
It's about the console, the games, and most of all the experience...
If it's fun, which I'm sure it will be [Nintendo can do NO WRONG in my eyes, regardless of what others say... they changed home entertainment as we know it; GIVE RESPECT WHEN ITS DUE!!!!!!!!]an awesome experience. If having the time of my life means saying, "Hey wanna play with my ::insert joke:::?" I don't give a rat's ass because it will be amazing. If you're petty enough to care about a name, don't play games... its about the experience!!!!!!!!!!!!!!
whether or not you want to admit it, Nintendo altered video games in the 80's, kept the tradition alive, and continue to change the entertainment world...
nit-picking on "Wii" is like nit-picking on your own name... honestly how much does it matter!?!??!
RPM @ Apr 29th 2006 2:03AM
No! Keep up these critical posts: I know there is no chance that Nintendo will admit their mistake and change it (that would be almost as bad as introducing it in the first place), but we have to keep reminding people what a travesty the system-formerly-known-as-Revolution has become. Never forget.
Yes, I still refuse to type or say this name out loud... call me childish if you will.
boots (former bd (former b)) @ Apr 29th 2006 2:04AM
I might even dare to say "Revolution" will flop thanks to its stupid name. Everything else is right *except* the name. Nobody wants to buy "pee". Nobody wants to buy "Shiit". Niintendo is screwiing up. They should say "just kidding" and, even when the name "Revolution" sucks as a name for a console (too many syllables, latin origin of the word doesn't appeal to Asia). I propose one of this new names:
"Enigma/N-igma"
"N-ewtopia"
"Nintendopia"
"N-ter"
"N-tertainment"
"N-ew" (but would be associated with "ew", so no)
"iN"
"e-N"
"Ninty"
"Nintendo 256" (number inferior to 360, so no)
"Nine" (Number above 3 for both 3-60 or PS3)
"N-go"
"NVdia" (Copyright infringement, so no)
"N5"
"Nevo"
"Newo"
"NEO" (Association with Neo-Geo, so perhaps not)
"Neat" (Nintendo eat? THat sounds for fatties, so maybe not)
"0N" (Nintendo ON. That sounds so cool)
"Nvirtua" (Association with Virtual Boy? forget about it)
"Nterminator"
Or simply, "N"
Wii... what a stupid, childish name. It's not on the level of those comparisons. Fucking incredible.
Sean @ Apr 29th 2006 2:05AM
"and still none of them mean piss, virgin is however the closest to piss, but virgin also signifies clean, fresh and unused."
Napster means diaper (nappy). And maybe Joystiq should ask some teens what they think about the term "virgin".. but it's mostly used as an insult these days.
AdamBot @ Apr 29th 2006 2:06AM
Man, it sure sucks that scientific fact states that the NAME of a videogame console has ABSOLUTELY EVERYTHING to do with the popularity, functionality, credibility, CPU and GPU clock speed, smell, taste and flavor of any given system.
Things like advertising, popular franchises, attractive price point, originality, brand recognition and an impressive list of features just doesn't cut it these days, does it.
That's sad.
*end sarcasm*
Swifty @ Apr 29th 2006 2:08AM
Dam right Andy.
It's about the console, not the name.
Ryan Dolley @ Apr 29th 2006 2:10AM
Actually, guys, I think you've gone a long way to prove EXACTLY why Nintendo chose this name. You've shown how popular brand names positively evoke images relating to the way a company wishes it's products to be percieved. So, explain to me how 'Wii' doesn't evoke community, participation, and inclusiveness? Because it DOES. And that's what Nintendo is going for. So, on that level, it's probably sucessful.
You may not like the name. I don't much like the name. But your attempt to etymologically prove that Wii is crappy or somehow unrepresentative of Nintendo's stated goals for the console has failed completely.
us @ Apr 29th 2006 2:11AM
Wii not change it back? Revolution was and is so widely accepted that people will still call it that anyway.
Blink @ Apr 29th 2006 2:11AM
Yahoo is actually the name of the Humunuhas( horse people) pests in Swift's Gulliver's Travels. Yahoos looked like humans, but acted worse than apes, and were savage and foul beasts. Yahoo does sound like onomotapia for what cowboys said, but I believe that was more "Ye-haw" than "Ya-hoo".
I would put Wii on the same level as Napster though, and Prius and Google, since they're all adaptations of real words, just like Wii is an adaptation of We.
vc @ Apr 29th 2006 2:13AM
Blink -- I used the OED on this one, mang. There are two separate words. The interjection is not derived from Swift's coinage.
Sonic_13 @ Apr 29th 2006 2:15AM
I would also like to add that I have now lost all respect for Joystiq. What once seemed like a reputable gaming news site has suddenly turned into trashy and immature blog nit-picking on a name.
Get over it Joystiq and grow up.
j @ Apr 29th 2006 2:19AM
You're not into the name. We get it.
My recommendation: Don't think of it as a video game console. Nintendo obviously wants it to be more accessible, hence an untraditional console name and more of a device name. I find I don't have a problem if I think of it as just an electronic device. For example, having Wii as the name of a cell phone or DVR isn't all that alarming really.
I think people are more freaked out that Nintendo has broken the status quo of a gaming machine name.
Weve already seen that non-gamers dont mind the name (this includes people Ive talked to who dont follow this stuff), which is exactly what Nintendo is going for.
...But I can see the hardcore gaming community being mad; Nintendo just gave them the finger.
V1L3 @ Apr 29th 2006 2:20AM
Why are people taking this so personally?
Not ONE SINGLE post I have read (and that's a freakin' LOT) has EVER criticized the console.
No one is hassling the console; we're hassling the name.
As for all of those other oddly-named companies Perrin mentioned? Yeah. There IS a difference. Because none of THOSE companies, when they announced their name, had to defend it by listing off all the others!
It is not immature or childish to point out that this is a bad name. Because it just is. It sounds terrible, it's an impersonal pronoun that they expect us to use in noun or verb form (for which the only literal equivalent is "wee"), it's virtually impossible to pronounce right until you have it explained to you, and then the marketing concept has to be detailed to you in bullet form until the name makes any kind of sense.
The name does NOT make it a bad console. It just makes it a console with a BAD NAME.
End of story.
ChronoDK @ Apr 29th 2006 2:23AM
Come on guys. Stop it. I'm getting tired of all this name-bashing. Both Joystiq and Kotaku got this lame negative attitude toward the name. It's not rational, and totally immature. The only site with some sanity left is 4 color rebellion.
Keter Tip @ Apr 29th 2006 2:23AM
Lets analyse joystiq ...
First thought. Its a stick that brings you joy! Hmmmm, like your penis, right? So, joystiq is a blog about penises? 'Joysticks' have given way to 'controllers', 'pads', keyboards and such. Now its just a term for PENIS ... whahahahahaaa ! Why did you name the blog 'control-pad' or 'keyboard and mouse'?
Seriously. Please Joystiq, if you dont like the name then dont freakin buy the Wii. Nintendo doesnt care what you think. Nintendo will get the last laugh me thinks.
V1L3 @ Apr 29th 2006 2:23AM
And as for the whole "Look how much buzz this names has generated!" 3 points
1) It's been 90% negative,
2) Having people laugh at the name of your product isn't a good thing,
3) Most people are sick of hearing the name.
This is just another "All your Base" craze.
And how many copies of Zero Wing do you think sold after that?
jarvi @ Apr 29th 2006 2:26AM
You know, after hearing this, it really makes me wonder how sad it is that "Wii" makes alot of you think of piss. there is such a thing as maturity, and sadly, alot of people seem to be lacking.
Alonzo @ Apr 29th 2006 2:26AM
Hey, the reason why I care is because Nintendo has a lot riding on this next console and every little bit helps. I think that the system will be great, but if too many people pass on it because they don't want to own something that sounds as silly as Wii, (man, it feels weird just typing that) then the console is screwed. And then YOU will miss out on all of the great games that would have been made if only someone in Nintendo's marketing department had mentioned just what a dumb name this is.
I mean, what the heck was wrong with 'Revolution'?
Cosmos @ Apr 29th 2006 2:27AM
Nintendo should've used Xbox as an example. (But I guess that would give the competition attention.) That is a silly (and lazy) name, if you ask me. Xbox. It's "box", but with x in the prefix. Yes, I know, the console is a box with an x across the top, but that really has little to do with video gaming. At least the concept behind Wii relates to the console's purpose.
BPMΩ @ Apr 29th 2006 2:27AM
V1L3:
"And how many copies of Zero Wing do you think sold after that?"
Well, considering Zero Wing was a Mega Drive game (available only in EU and JP), and Toaplan (the developer) was long dead since the "All Your Base" craze began... None sold in retail, that's for sure.
But, I'm sure the second-hand market is a different story. I've been looking for an English copy for myself, to be honest. Still don't have one, though...
(And as long as I play on my Nomad, the PAL on a NTSC system shouldn't be a problem, right...?).
Anonymous @ Apr 29th 2006 2:29AM
You may want this to go away, but it won't. Wii will continue to mean pathetic console name for the rest of its tenure. Fix it, Nintendo. You will do it, or we will show you what happens when you upset your fanbase, innovative or not. This name overshadows any game news that will come out in the next weeks, including Zelda, Mario 128 or any other game you have up your sleeves. I suggest you remove this cloud before we show up on the ninth, blind with hatred and teeth bared.
Revolution 4 Ever @ Apr 29th 2006 2:29AM
Wii is possible one of the worst names Ive ever heard for an electronic product. Wii sounds like some no-name MP3 player you would find at Wal-Mart collecting dust. Dont get me wrong, I love Nintendo and there unique approach towards the next generation, but the name Wii is actually more confusing than Revolution. Try explaining the name Wii to your friends and family, they wont get it without some sort of tutorial. The name Wii will definitely attract the under 8 audience, but try selling that name to a new non-gaming market. Anyways all im trying to say is, CHANGE THE NAME NINTENDO! Your loyal fans deserve a system with a much better name! People will look at the name Wii and think its some silly childs toy and overlook its true appeal. Anyways, if you truly support Nintendo, dont support this lacklustre name and let your voice be heard!
PS: Just because you like Nintendo and the Revolution doesnt mean you have to like the name Wii.
Long Live Revolution!
Long Live Revolution!
Long Live Revolution!
rayk @ Apr 29th 2006 2:30AM
Ok Joystiq this is lame. There is no need to spame the front page with articles that you hate the name.
Also not every one has a urine fetish, to some Wii actually invokes "We" and community feelings.
All in all, my respect for this blog has dried up. Maybe when your writers mature and start writing meaningful material you will get it back.
Smack042 @ Apr 29th 2006 2:31AM
Im sorry but this name is lame. Cmon what if the ipod was called the "Crapmaster 2000"? or if Rage Against the Machine was called "Annoyed at the Appliance"? Just doesnt have the same "feel" to it. I agree it wont effect how good the content is on the machine but i could relate to Nintendo wanting a gaming "Revolution". I cant understand them wanting a "Wii". Thats changing your battlecry and not telling the troops.
NINTENDO REVOLUTION!
NINTENDO Wii!
Nope sorry, just doesnt have the same kick to it.
Oh and if you dont like what joystiq blogs about then "you" get over it and dont read it.
Alcoholic Zombie @ Apr 29th 2006 2:33AM
Hey guys, I got a great slogan for the promotional campaign of Wii.
Check it out at http://www.morbid-one.com/images/wii-slogan.jpg
I will be using this for my posters and maybe even t-shirts. Let me know what you think. I think I will even try to get someone to wear one of these shirts to E3. It should cause a riot! :]
Falcon @ Apr 29th 2006 2:34AM
I have been through all five stages of grief since Thursday:
1. The first thing i did was try to deny the name, since that didn't work i moved onto the next step.
2. i was angry. Why was i angry? I was angry because i actually thought that Nintendo could pull this off without any mistakes.
3. Then i started to bargain, i wondered if i signed a petition i could make them change the name, i came to my senses and noticed that there would be no possible way to make Nintendo change the name.
4. Then i went through a couple hours of depression, thinking about names that were better than the name "Wii". To tell you the truth, it wasn't that hard to think of a better name. This consequently made me even more depressed.
5. That is when it hit me. Acceptance. I have wondered what the revolution would be like for almost a year, and a good or bad name would not change my mind about the revolution. Nintendo Wii will change the way games are played, whether the name is lame or not, i will still have the time of my life playing it.
vc @ Apr 29th 2006 2:35AM
I've learned that I can never write anything negative about any of the console manufacturers without pissing off partisans on one side or another. I've been called a Sony fanboy, a Nintendo fanboy, a Microsoft fanboy.
When I write for Joystiq, I'm an equal-opportunity basher. I'll rip any stupid decision a new one, regardless of the company that made it.
Those of you who want us to stop posting anything critical of this name need to ask yourselves whether you also want us to stop posting anything critical of Sony or Microsoft. What sort of blog would this be then?
We're not into creating some big, happy love fest. We'll criticize, even if that means losing rabid fans of one system or another.
Rabid fans seldom make for good discussion anyway. We like our readers to be a little more thoughtful.
embassy @ Apr 29th 2006 2:43AM
i dont care how ill or smooth the ride might be..i wud NEVER buy a VW beetle OR own a minivan...WHY..??..the name and the perception of the brand and of the product...and...unfortunately..."wii" will get the same result from me...and trust me im not alone on this...the name is crucial to the success of any product...
Swifty @ Apr 29th 2006 2:43AM
OMG! Stop the name criticising, If you don't like the console name don't buy it!
Does this mean everyone who hates Nintendo already will judge the Nintendo Wii on its name?
Does this mean that all you people who laugh at the name.. aren't going to buy it?
Im confused.
Concerned Citizen @ Apr 29th 2006 2:44AM
You guys feel so superior with that "center of the world" thinking, but you forget that in the rest of the world, including japan, Wii is not urine, and I prefer to think that if it were, they would at least be more mature to try to see beyond the child slang.
jaemz @ Apr 29th 2006 2:46AM
This little fanboy had oblivion,
this little fanboy had none,
this little fanboy cried wii, wii, wii all the way home.
Personally I can't wait for the condom shaped dustcover to come out for the new Nintendo system... or how about the Nintendo anti-pirating initiative, do you think it will be compared to testing for steroids in your wee?
What were they thinking?
Brock @ Apr 29th 2006 2:47AM
I can't believe everybody is just like "oh you'll get used to it, it's a good name. It's only as awkward as Amazon...." Seriously? As far as i'm concerned it's Nintendo q-WII-f! But don't worry, you'll get used to it.
Sonic_13 @ Apr 29th 2006 2:48AM
I'm fine with you guys bashing a poor decision that one of the three companies has made - Nintendo included.
Companies do make bad decisions, and it is your job to respond to them.
But with this, you are beginning to take it too far. Your last three entries on Joystiq, for example are all very critical of the name Wii. But this last post you went out of your way just to criticize the words of NOA and the name Wii. We're just saying that it isn't necessary.
Why not post a (serious) entry on Joystiq about the upsides of the name Wii. Your blog is respected in the gaming community. You've had your fun ripping the name, so why not now be responsible and make a post from the other side. Joystiq shouldn't be just about ripping decisions. It should also be about really looking at them and finding out what both the pros and cons are. You might even be able to have some influence and calm the riots about the name, on both sides, rather than just adding fuel to the fire.
Swifty @ Apr 29th 2006 2:55AM
Thats true Sonic, this is just getting stupid.
I have a few things to say to those people criticising the name.
ITS A NAME! Who cares if it means urine? Not me!
Its not up to you to decide the name for Nintendo's new console, Its up to nintendo. If you don't like it then don't buy but stop flooding this blog with "I don't like this." or "Ha! Wee means urine"
Nuf said.
Kai Cherry @ Apr 29th 2006 2:57AM
We seem to have a problem here. Looking the posts we've made, I definately see this.
Look people, we're all adults here...I think. We understand target marking, etc.
Some of us here feel we were "betrayed" by Nintendo or something, because this name does nothing that we think it should...instead of thinking about what Nintendo has in mind.
We obviously don't know what that might be at this point, now do we?
Now...an honest question:
How many times did you think about pissing or penises in the above passage?
Don't lie.
See, you people are framing the argument so out of context its actually become its own form of entertainment.
"We"
Its called "We" not "wheee!" or "wee-wee" (the *actual* term...but it appears that we've forgotten this, huh?) or "whizz"...
-K