As I wandered towards the train station today I noticed a sign in front of one of those pop-up shops you sometimes see in shopping malls. It asked, "Is your surname here?" . Without thinking, I looked for CHING but my surname wasn't there amongst the 200 or so names. I then looked outside the list and saw they were selling preprinted posters detailing the history of the customer's surname. I checked and the surname Pareto wasn't on the list, though it was written all over the sign, and no doubt summed up their business model.
I am sure, given you're reading this blog, that you know of Pareto and his law, also known as the 80/20 rule, but I like this particular example. There are a huge amount of surnames - including mine - not on their list, but they've surely covered over 90% of the population.