Building a watch-list of small companies from a financial data feed and pairing each with its community (a subreddit) produced confident false matches: a one-word company name resolved to a community about a Norse god, an Australian suburb, an English city, a video game, or a generic word ("Designer"). Company names from the feed also carried corporate suffixes ("Holdings, Inc.", "Industries", "Group") and were truncated at ~31 characters with share-class fragments ("..., Inc. -", "International, In"), so aliases nobody types were written and could never match a post.