When a person sees the word LaTeX the first time, they are likely to think of a rubber material whose name is simply typed with a weird choice of uppercase letters. This strange name leads to much confusion (even ridiculing) and is thus not the best choice from a branding perspective. Is there a good historical reason why, of all letter combinations you could put in front of TeX, Lamport had to choose La? Because of his own name?
In other words, why is it called LaTeX?
