I have discovered the absurdity inherent in naming one's retail establishment "Staples."

Not that it isn't a fine name for an office-supply store in theory, full of significance and double entendre. But when one visits the supply cabilnet in one's office looking for actual staples, the fact that every box on the shelf seems to promise those items but in fact contain, say, paper clips, an unfortunate reappraisal of the utility of the branding per force takes place.