3:20 PM -- What's in a name? Well...

Light Reading editors had a few chuckles today on our weekly conference call when we discovered a company had entered our Leading Lights awards competition under the name Boring Inc.

We thought the entry was the joke. But upon further inspection, it's no laughing matter! The company's real name is Boring Business Systems and they are based in Lakeland, Fla. They sell office supplies and equipment. I especially like the giant "Boring" logo on the face of the building (see the Website).

"As a locally owned company founded in 1924, focusing only in the Central Florida area, our heritage and experience enables us to better understand the needs of the market we serve."

The president's name is Dean Boring!

No kidding. I'm just wondering who their mascot is -- perhaps, say, a squirrel? But maybe a squirrel is just annoying, not boring. OK, how about a tree stump?

— R. Scott Raynovich, Editor in Chief, Light Reading