I like what Shell is doing with its new formulation, "nitrogen enriched gasoline." Shell resisted the the temptation to make up some scientific-sounding name (such as Chevron with Techron) and instead spoke in plain simple English. Techron feels like marketing, nitrogen feels like science.Imagine, then, the dilemma faced by the folks at Mercedes Benz when they chose a sub-branding theme for its new line of biodiesels. Mercedes BlueTEC involves a substance called AdBlue. AdBlue is urea. Here's a case where the plain simple English rule would not have worked well. Who wants to drive the urine-powered E Class?