They obviously hadn't read Adrian Mole or the Boys and Girls' Book of Puns, and now a firm of developers in London's southern suburbs are ruing the fact.
Too late, the company has realised that its failure to sell a single flat in a new retirement block may have something to do with its name: Purley Gate.
The 13 apartments, available as single or two-bed units, are being advertised as having "incentives available", but there has been only a trickle of serious interest during the eight months since they came on the market.
Property generally goes rapidly in the pleasant surrounding area of Purley, near Croydon, with plenty of interest at the