
also from wiki:
The character is named after an estate agency based in Islington, with branches throughout North London; Adams said he was struggling to find a name for the character and, spotting a Hotblack Desiato sign, liked the name so much he "nearly crashed the car" and eventually telephoned to ask permission to use the firm's name for a character. Apparently, the firm's staff later received phone calls telling them they had a nerve naming their company after Adams' character.
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Mon 18 Jun 2007, 11:48,
archived)
The character is named after an estate agency based in Islington, with branches throughout North London; Adams said he was struggling to find a name for the character and, spotting a Hotblack Desiato sign, liked the name so much he "nearly crashed the car" and eventually telephoned to ask permission to use the firm's name for a character. Apparently, the firm's staff later received phone calls telling them they had a nerve naming their company after Adams' character.