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Cap-and-trade Needs a New Name. What Should It Be?

President Obama gathered Senators from both sides of the aisle yesterday to talk about how to move forward on a comprehensive climate and energy...


President Obama gathered Senators from both sides of the aisle yesterday to talk about how to move forward on a comprehensive climate and energy bill. Details from the closed door meeting with seven Democrats and six Republicans and Independent Joe Lieberman are scarce, but parties involved seemed optimistic that it could produce a bill by the end of the year. "It was very useful for the president to hear the views of a wide range of members representing very diverse states, from energy producers like West Virginia and Alaska to energy importers like Maine," said Senator Susan Collins (R-Maine).Perhaps most interesting were Lieberman's comments after the "summit." When asked about the future of "cap-and-trade," Lieberman said, "We don't use that term anymore. ... We will have pollution reduction targets."While this might feel like a panicked attempt at rebranding an unpopular (at least inside the Beltway) term , the vast majority of the American public (76 percent, in fact) have no idea what cap-and-trade actually is or does. So why not call it what it really is? Pollution reduction targets works alright for me. Maybe there's something a little crisper or catchier. Senator Kerry should get Madison Avenue on it. Any ideas?Photo (cc) from Flickr user Gerald Simmons.