The latest in San Francisco’s microhood news is happening downtown where approximately 50 tech companies are trying to rename an area “Cloud Corridor,” according to the San Francisco Examiner.

Is Cloud Corridor a marketing ploy? Sure. But so was Silicon Valley. No one called it that until 1971. The media forever branded it the place where cool stuff happens.

Names matter because any city that gets to coin the zeitgeist’s next big tech destination will enjoy economic benefits for decades to come. Based on the venture capital dollars flowing into San Francisco, we’re already being called the “new” Silicon Valley. But we deserve a unique name.

In recent years, San Franciscans have been more or less successful in giving names to small areas within neighborhood — La Lengua and NoPa come to mind. Our personal favorite remains Upper and Lower Safeway.