ALICE: Initial results are promising. We believe we have a product that can successfully capitalize on the popularity of the enigmatic piece of vaporware known as "IT."
BOSS: Have you come up with a name?
ALICE: We have. After careful study, we've hit upon a name that will sound like a related, but far more specific and well defined, derivative of "IT."
ALEX: You're calling it "Thing?"
ALICE: Catchy, isn't it?