Who is the worst for model names, and what are some of them?

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Meh likes to make a big deal about model numbers. What companies do you think make it hell for consumers with their model numbers, and what are some of them?

I think Samsung is one of the worst offenders. Every year, they come out with hundreds of confusing phone names. Example: The Samsung Epic Touch 4G, a.k.a. the Samsung Within. It becomes so confusing that rational ignorance comes into play. On purpose, I think.