Huh?

While catching up on my old issues of C&EN, I happened across this ad on p. 24 of the March 10 issue:

At the risk of sounding insensitive, can someone please tell me what "the Elements Science" means?!? 

Perhaps some editorial help next time? Tamao's world-famous named reaction and many contributions to synthetic chemistry deserve better. I especially love his anti-chemophobia stance on this profile page at Kyoto U:

"It saddens Prof. Tamao that in recent years people have begun to associate negative images such as environmental pollution with the word ..."chemicals" ...He wishes the benefits of chemistry were more widely known. He points out that organic silicon compounds, his field of specialization, are chemicals that play a very familiar role in our lives. We are in contact with them every day without realizing it, in forms ranging from cosmetics to electronics. "When a new organic compound is created the most amazing things become possible, one after another," says Prof. Tamao. As he laughs impishly, it seems as if a flame of creative energy more powerful than the magic spell of the most brilliant wizard is quietly burning behind his eyeglasses."

Welcome, Akirium?

Researchers at RIKEN in Japan announced today that they had most likely synthesized a few atoms of Ununtrium, or Element 113. Despite previous detections of the element by both RIKEN and a Russian group, further investigation by various international scientific agencies did not award naming rights to either party.

It'll never happen, but I can dream...
c. Katsuhiro Otomo

Now, I'm neither a physicist nor a nuclear chemist, so I'll leave explaining of atomic decay patterns to Phillip Broadwith over at Chemistry World. But I do love a good periodic table naming story, so I kinda hope that the Japanese group wins out. Not to disparage Russian nuclear research - it's top-notch - but they've named a few already (Dubnium, Flerovium), and most of the rest have come from Europe, the U.S., or come up through antiquity.

So, what would a Japanese-discovered element be called? Researchers at RIKEN have suggested some fairly bland entries: "rikenium," or "japonium," reflecting tradition in naming the new element after its place of discovery (wouldn't that second one be "nipponium?"). Names can also honor the researcher, which here might mean "Moritum."

Of course, I like to dream about names just slightly further afield. Akira, one of the more successful manga and a cultural touchstone, would make an excellent eponym: "Akirium."

Readers, what would you name a new element, if you had the chance?

Update, 9/27/12 - Readers from the Twitterverse suggest a few more candidates: "Nintendium," "Friday13eon," "Sonyicum," "Unlukium," and "Sushinium."