To be honest, I know it sounds extremely childish, but this has to be one of the funniest and coolest things to happen to the industry in a long time. What makes it even better is the fact that the root of the name change dates back and owes its reasoning primarily to Kevin Smith and Clerks 2. After all — anyone who has seen that movie knows that you never go ATM.

However, for A2M, which is best known for its development work on Wet and Naughty Bear, the company is no longer known as Artificial Mind & Movement, but instead as the long running joke that I’m sure you can Google or figure out for yourself. The new name? Simply — Behaviours.

“It was part of the decision,” Racine told Eurogamer. “People didn’t remember Artificial Mind & Movement, and there was that issue also.

“That issue became known to us five years ago. It was mentioned in a movie and it started to grow from 2005/2006. Before that, we never heard that,” Racine revealed. “For us it started to become an issue in 2008. We decided to change the name a year later, in 2009, and it took us a year to finalise the process.

“At first it was funny, and we didn’t mind. Locally, it’s funny. Not on the international scene, but locally, some people have fun with it. As much as it was funny, sometimes it becomes not funny.”

There isn’t much else to add to this guys. If you have any funny comments to relate to it, feel free to leave them below.