This is one of those squishy things that&#x27;s hard to assess.  For me, I would stop short of a title that would be unacceptable if you substituted a (private) person&#x27;s name for the company&#x2F;country&#x2F;whatever mentioned.  If it was &quot;Susan has absolutely no idea how to ...&quot; I would call it &quot;over the top&quot; myself, but I&#x27;m no moderator.  The guidelines also discourage &quot;gratuitous adjective[s]&quot; in titles, of which &quot;absolutely&quot; applies.<p>&gt; <i>Do authors have no say in what they call their piece?</i><p>Absolutely.  No one is asking smashcompany.com to change their title.  But this isn&#x27;t smashcompany.com either.