That feels a little cynical. I think partly up to perception: "Target" would be a badass name for a weapons company, but we all know they actually sell clothes,

That feels a little cynical. I think partly up to perception: "Target" would be a badass name for a weapons company, but we all know they actually sell clothes, so it's not particularly interesting. In tandem, we're less familiar with them, which gives them that alure. Think of Rheinmetall and you think vaguely of a hulking corporate giant encompassing metalworkers manging molten metal to men in suits pitching fully automatic anti-aircraft turrets to entire nations; think of Missouri Metalworks and you just imagine a dingy suburban factory your mate reckons he worked at once. And no doubt that's how Germans would think of Rheinmetall too. I think companies like Tesla, IBM, Lockheed, GE, etc. have the potential to sound "cool" like Rheinmetall were they not so ingrained in Anglophone culture. We just know them all too well, so they've become boring. At least thats how I see it :-}