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I don't like it. I'm pretty sure it's supposed to evoke flute playing, but for me it evokes plumbing and smoking first, and the flute playing it does evoke is cartoonish, like the Pied Piper. It's one of those word-names like Willow or Story or Creed, that ought to be spunky and edgy, but to me it misses the mark, has too much wordiness and not enough inspiration, and comes off stiff, like there is more trying-to-be than being.