"Avisa" boat name - That is funny! As the truth often can be...
A tool product line I invented, patented/trademarked, and sell on the web and in retail stores is "EZ Build Masonry(TM). Historically, (hysterically to some - lol), due to difficulties of masonry building in general, the "EZ Build" portion of my masonry construction tool-line's name resembles an oxymoron play on words... that is untill people find how easy masonry building really can be! Both DIYers and Professionals love it's many simplification [i.e. EZ] masonry building techniques.