Is this your Utopian Turtletop, sir?

I'm not sure why but I was reading the Wikipedia entry for the Ford Edsel the other day. If you don't know the story, well, you can read it for yourself. Suffice to say, the car was a huge flop. The bit that caught my attention was the car's name. Struggling to come up with a suitable name for the car, a couple of Ford marketing guys asked modernist poet Marianne Moore for suggestions. Now this section of the Wikipedia entry is unattributed but I really hope it's true. Here are some of her suggestions:

Thundercrest
Resilient Bullet
Intelligent Whale
Pastelogram
Andante con Moto
Mongoose Civique
and of course: Utopian Turtletop

They sound like rejected codenames for military operations in Iraq.