fortuna favet fortibus

Controversial and polluting Indian energy-extraction concern Adani, which operates the Carmichael Coal Mine in Queensland and has proposed a channel through the Great Barrier Reef for coal export announced in a sort of “under new management” charade that it would be changing its name for Australian operations to Bravus—presuming it was Latin for brave. This false-friend however means rather the opposite, signifying something crooked, with principles for sale like a soldier of fortune or hired assassin and fortis (already taken) seems to be what they were going for. Incidentally the plaudit bravo/brava (huzzah) originally carried that same sense of mercenary, cut-throat boldness before it was reduced to praise for a job well-done.