Food brands built on abstract words struggle to feel appetising. Ones built on real kitchen nouns don’t have that problem, and this is about as concrete as they come. Hot plate is the equipment and it’s the feeling of food that just arrived. Two short syllables, an object you can picture, no abstraction anywhere in it. On the .org the community readings come forward and they’re the strongest. Food banks, community kitchens, cooking programmes and culinary training nonprofits all fit, and the word has a warmth that food charity naming badly lacks.

Sharpening exists as a service business in every city and is almost entirely unbranded, which leaves room for somebody to organise it. That’s the least obvious reading of this name and one of the strongest. Knife culture became a serious enthusiast market: Japanese steel, sharpening stones, handle materials, edge geometry. People spend real money and read extensively before doing it. On the .org the craft and education readings come through. Knife skills instruction, cutlery guilds, traditional craft preservation, and the handmade knife makers’ community, which is exactly the sort of group that organises itself as an association.