I've never liked the name either, 4 syllables and I recall an intereview on BNN where Don had to tell the lady interviewing him how to pronounce it....and while I don't own any Zenith shares I don't like that name either, reminds me of a crappy TV I owned back in the 90s....getting rid of th Zenith brand name was a smart move by LG in my books.

I also don't like that the symbol RVX also applies to a Russell Volatility Index....

If BETonMACE succeeds and the company ends up getting a listing on the Nasdaq I think a change of name would be wise...something 2 or 3 syllables in length, that's easy to pronounce, and speaks to the the company's innovative approach.  There are consultants that do this exclusively, help companies with branding....developing names and logos, branding statements.  

Something like WM Epigenetics would work for me, after Wong and McCaffrey the company founders.  WM Epigenetics - Leading Innovation to Improve Lives

If there's a dispute over which initial gets top billing Don and Norm could arm wrestle.