Give the new key the name that you want to show up on the desktop context menu. (howtogeek.com)
He has also said that they have taken cues from a the western AAA industry in general as well as how other key names in the RPG genre have taken the lead in the «new HD phase of gaming.» (segmentnext.com)
Link goes to a page of gibberish and a google search of key names on that page brings up more of it. (religion.blogs.cnn.com)