RITA:Big day coming up! Our little phone shop is nearly ready to open.
SUE:Cool. And what will we sell?
RITA:Well, phones, obviously.
BOB:Mostly old ones. And second-hand computer games.
SUE:And will we unlock devices without enquiring too deeply about their ownership?
RITA: Of course. Same as all the other small phone shops, I guess.
BOB: Plus we'll sell stolen goods.
RITA: Oh yes, we'll definitely do that. That's what will differentiate us from the other shops.
SUE:[COUGH] Yes, we'll be unique in that market. So, we're all set, then?
RITA:Well, we still need a name. Any thoughts?
BOB:How about Phones For You? Except the For is the number 4, and the You is the letter U.
SUE:Well, that's astonishing. The letter U bit is just monstrously exciting.
RITA:It is very good, but, you see, I'm sorry to inform you that there is already a shop called Phones 4 U.
BOB:But not with the 4 and the U, right?
RITA:No, with exactly the 4 and the U. So, any other ideas? Obviously, if they include numbers, then they'll be the all the better, for some reason.
SUE: OK, going with the trend, how about Phones To You?
BOB:Is the You a U?
SUE:Naturally! And also, the To is a 2.
BOB:That's amazing. I mean, it's barely idiomatic English, but it's worth it, for the 2.
RITA:It is very good. Erm, the trouble is there are 12 shops called Phones 2 U in Newbury alone. Third time lucky, perhaps.
BOB:You - and, just to be clear, that You is a U - Just Won A Phone. Won being 1.
SUE:Won being 1! This is cataclysmically clever.
RITA:I can't deny that, the 1/won switch is staggeringly beautiful, but won't people come in and expect to get a free phone?
BOB: Probably. Could we give them a free phone?
RITA:It's not quite the business model I was going for.
SUE:You Ate A Phone!
RITA:I don't understand.
SUE: Sure, it is a tricky one, but the You is a U, and the Ate-
RITA:No, sorry, I mean, I got that bit. But...who ate a phone? And, do the people who ate a phone need to come to our phone shop?
BOB:They'd presumably need a new phone.
RITA: OK, that stands up, but I just don't think anyone has eaten a phone. Last chance.
BOB:Is This Even A Phone Shop? But it's spelt Is Thi Seven A Phone Shop?
SUE:That doesn't really sound the same. But on the other hand, it is my favourite thing in the world.
BOB:I mean, it's clearly the greatest thing I've done in my life.
RITA:That part's true. I just wonder...does it perhaps imply that the shop isn't actually a phone shop?
SUE:No. I think it's a challenge and people will want to take that challenge, and come in and find whether it's even-
BOB:It 7.
SUE: Sorry, whether it 7 a phone shop.
RITA:Hmm. I'm still not sure...
SUE:I've got it! Is Thi 7 A Phone Shop, Asks U.
RITA:Umm...
SUE: Oh yeah, and You is the letter U.
RITA: Oh my God, I just came.