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I think the main idea is to increase the value of a guild via its contents (members) rather than the guild name itself carrying all the value (a vehicle towards individual success).
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I agree with this. But the sad thing is, currently, only spar/guild spar guilds even have value in their guild name. Tower guilds have no value in their members nor guild name. Very few tower guild names are actually memorable; the rest are active for 5-12 weeks then forgotten.