He could have been an Ethelwulf, Ocumwhowurst, Hildebrand, or Xiuhcoatl. Or maybe we should call him Powder, Ruff, Mystery, or Money

"He's an Alfie," my husband declared confidently

It is the kind of consideration that increasing numbers of parents are making, with weeks now spent trawling lists of suggested names and mulling over how each sounds, how it looks on paper, how it is perceived, and, most important, whether it will be setting up its recipient for success

Jennifer Moss, of Los Angeles, receives dozens of requests each week for her advice in naming children that have not yet been born and receives 1.5 million hits a month on her website, babynaming.com

For $95, prospective parents can buy a half-hour telephone consultation

Parents are branching out now, wanting to choose more unique names. They want names with solid meaning and some background

many are

veering sharply away from

in particular, Britneys

They are using family surnames as first names

girls are getting more unisex names