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I like it too because it's a name you never see. It's got many nifty associations to it - MLK Jr, Martin Luther and his Protestant movement (I'm not a Christian of any stripe but I respect the monumental achievements Luther made by daring to question the status quo) and even that famous comic book villain, Lex Luthor (different spelling I know, but I still associate the two names together.)

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It's a very strong name. It's definitely got presence.