I used to work in the bulk mailing business. We used Kirk-Rudy machines to apply address labels to mailing pieces (envelopes, catalogs, and flyers of various kinds). Kirk-Rudy is the name of the company that manufactures the machines. We put an ad in the paper to hire a new machine operator, and we specified "must be experienced." We even mentioned the name of the machine, hoping to find someone who had experience with the exact kind of machine we used.

One day a would-be applicant called and asked, "Can I speak to Kirk Rudy?"