In the beginning there was Mercury. And Mercury begat Gemini, and Gemini begat Apollo. Then arose the space shuttles: Columbia, Challenger, Discovery, Endeavour, Atlantis. Since then, times have been tough for the spaceship-naming business in America. You might think it’s premature to start thinking about more euphonious names for the latest heir apparent to the shuttle, the Crew Exploration Vehicle. But space commentator/author Mark Whittington argues that a cooler name just might make the CEV an easier sell.