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To underline its origins, the brand name is pronounced "TRUE-via," with an emphasis on the "True," and rhyming (sort of) with "Groovier" or "Effluvia".
Remember that because it rhymes!... (sort of) Imagine you are at your favorite place in the world such as an ocean.
Writing in rhyme – a sort of slum-rap postmodern version of cockney slang – they often interview footballers and tend to get the best quotes and insights, probably because they share a history and an understanding that traditional media often do not.
The challenge was between wordsmiths, scribes of the rhyming sort.
A former English major and Ivy Leaguer, Paterno continued paying lip service to Shakespeare and to "The Aeneid," but only superficially, to judge from "Paterno," which includes a nice detail about the ex-coach contemplating writing poetry in his dying days — strictly of the rhyming sort, he hastens to add.
In Dorothy's intro to "Ding Dong!" Harburg embarked on a pyrotechnic display of a-a-a rhymes ("The wind began to switch/the house to pitch"; until, at length, we meet the "witch . . . thumbin' for a hitch"; and "what happened then was rich")—a series in which, as with a vaudeville barker's alliterations, we cheer each new rhyme as a sort of gymnastic triumph.
The ends don't rhyme, but they sort of do.
It sort of rhymes.
That sort of rhymes.
He addressed me as "Korean" (as it sort of rhymes with my name).
The name (pronounced say-ON-ik) was formed by combining CE (the larger entity's original name), Ceyon (sort of rhymes with the future-sounding "beyond") and IQ (to evoke the intelligence of the product line and, presumably, the work force).
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com