The naming exercise began when the operators started referring to the line as The Beast, after a roller coaster with the same moniker. Then Hance and his estimator continued the naming exercise in earnest. Hance recalls: "First, we went the Greek god route, with the obvious tie-ins like Zues, king of the gods. Then we went down the musician path, Led Zeppelin, Beasty Boyz, etc. Finally, we got to the The King, and the next idea, Elvis, was the obvious winner." And it translated well into a meaningful acronym: Expandable Loyalty card Variable Inkjet System.

"To have a name for it really gets people engaged," says Hance. "We even shot a video and showed it to the client." A more professional version of video will be released soon. ELVIS fans, stay tuned!