Bob’s Sunshine Bank

“Among the many words which our century has trashed (words like awesome and gay), this word federal most certainly heads the list. The word makes us think of big, centralized things, things that make a collectivist’s heart feel warm and cozy. We slap the word on institutions so little old ladies will deposit their money there. Nobody names his bank Bob’s Sunshine Bank; the name must be something that exudes solidity and bigness, like First Federal Security” (Federal Husband, p. 9).