What's in a name? that which we call a rose
By any other name would smell as sweet.
These lines from Romeo and Juliet are often quoted to indicate the triviality of naming. But anyone who has read or seen the play through to its end knows that the names Montague and Capulet indicate a complex web of family relationships and enmities that end up bringing about the tragic deaths of our protagonists.
Lore also has it that Shakespeare's lines were perhaps a coy slam against the Rose Theatre, a rival of his own Globe Theatre, and that with these lines he was poking fun at the stench caused by less-than-sanitary arrangements at the Rose.
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