When he gives his business card to Y.T. at the start of the book: “Stupid name,” she says, shoving the card into one of a hundred little pockets on her coveral

When he gives his business card to Y.T. at the start of the book: “Stupid name,” she says, shoving the card into one of a hundred little pockets on her coverall. “But you'll never forget it,” Hiro says. I.e. the name is an obvious marketing gimmick.