A third project across East Washington Avenue has been labeled Cosmos, although Gebhardt said that's likely to change.

At the heart of things, developers are looking to differentiate their building from the crowd with something splashy for a name.

"You can have the best location with the best amenities, and if it doesn't turn on the potential renters" it's going to lose out, McCormick said.

On whether a name like The Dude could have a negative connotation — perhaps for women who are looking to rent — McCormick said he didn't do a focus group to find out ahead of time.

He declined to give specifics on how many of the 40 units have been rented so far but said interest has picked up this spring. The name, in the end, is likely pretty far down the list of considerations for a renter, McCormick said.

"I think most people are looking for a good place in a good location, first and foremost," he said. "If they have some instant thoughts about it (from the name) and it creates an interest where they want to check into it, it might hurt, it might not hurt. Some people might not like the name and avoid it because of that, but who knows."

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