One of the first rules of marketing is not to give your product a name that your potential customers won't know how to pronounce. Unfortunately for plant suppliers, they have largely been beaten to it by botanists who presumably never manned the phones in sales.
For example, we have an upcoming Plant Focus on the oriental quince, Chaenomeles (from Greek chainô "gape" + mêlon "tree fruit" - gee, thanks John Lindley). My colleague Kris Collins reckons that ought to come out as "shenOmeleez". For me it's "keenomEEleez" - after all we don't say "shameleon" or "sharacter".
If anyone can settle it, the RHS can, I thought. But a call to them only yielded a score draw, with head of botany Dr John David siding with me, head of horticultural advice Guy Barter with Kris.
"There is no absolute, final way of saying what's right," says David. "You could say, follow classical practice, but that might make it seem a bit exclusive. We don't want to put people off."
So take your pick really...