I love Ludo Max! I was able to participate in a couple of studies at the U with him, and even gave a tiny QA session with one of his classes. Really cool guy. Very interesting article as well. > “Some people I’ve spoken to have even chosen the names of their children based on what sounds they are most comfortable with,” Max said. I thought that part was pretty funny because I've done something similar with other subjects (e.g. people I date, naming projects at work).