Abstract: In a discipline founded on emerging technologies that are subject to rapid and unpredictable change, we often find ourselves trying to decide what to call ourselves. Debates appear online and at meeting places every few years about what title to use for those who design e-learning or support online instructors in their teaching and technology uses. Sometimes humorous, other times seriously impassioned, these discussions have a long history with many different titles now in use. This talk explores the story of our field from a linguistic perspective, with a focus on implications of our names and a view towards the future. It is underpinned by calls from leading researchers challenging us to find more precise terms for the way we think about and research education and learning technologies.