When a consumer shops for a new smartphone, she will likely check whether different models implement a range of common standards such as Wi-Fi, Bluetooth, and 4G (soon 5G). Likewise, the typical consumer knows that when she switches from a phone that is charged using a microUSB connector to one that uses Apple’s “Lightning” connector or the more recent USB-C connector, she will need to replace her charging cables as well. Most consumers have only the vaguest notion of how the standards behind these technologies work. Nevertheless, consumers are familiar with the functionality associated with these simple trade names. The names of technical standards thus fulfill a critical informational role for consumers.