Just before Christmas, Iphone-gate broke out in the Finnish social media. Kielikello magazine, published by the Institute for the Languages of Finland, gave the spelling rule for this product in Finnish: either Iphone or I-phone, to comply with earlier recommendations related to company names. Steve Jobs, who was strict with details, would not have been happy with this recommendation, and neither were other Apple enthusiasts. The problem, however, arises from the fact that product and company names nowadays are often deliberately created contrary to general spelling rules. Name selection is based on attraction and visual image, not on the needs of writers. Still, the names are used in many contexts, and it is not practical for writers to have to consult the corporate brand guidelines to check out the mysterious spellings cooked up by admen. The problem is especially familiar to Finnish translators because companies like IKEA often dictate that the product and company names must not be inflected—changed to comply with the rules of grammar. That’s fine in English and similar, non-inflected languages, but does not fit into Finnish, in which the relationships between words are expressed with spelling changes that reflect cases. Should language users bow down to any whim of an entrepreneur?