Want to save the world? Sponsor a shark

From an article by Lewis Smith posted at The Times online:

The world’s first walking shark could be named after a global corporation, in an attempt to raise cash for wildlife conservation.

The right to name the shark and nine other newly discovered creatures is being opened up to businesses at auction this month. It is the first big sell-off of the right to create a name for creatures new to science, and will be hosted by Prince Albert II of Monaco. Businesses and individuals will be allowed to name the creatures after anyone or anything, even a product.

The names of new species are traditionally chosen by the people who discover them and usually highlight a physical feature of the specimen. An estimated 10 to 15 per cent are named in honour of a family member, a friend or someone whose work deserves recognition, such as Sir David Attenborough who has had an echidna named after him.

The ten species at the auction were discovered by the US-based Conservation International during a survey of Indonesian wildlife. Among them are the first walking shark — which has uniquely arranged pectoral fins for moving on coral reefs — a pipefish and a lionfish. If the suggested starting bids are achieved, the sale will raise more than $1.85 million (£900,000).