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We recently spotted all three banned brands back on the Amazon storefront under the flimsiest of disguises: Vava had changed its name to “Vav,” TaoTronics became “Taotronic,” and RavPower was simply “Rav.”

The other featured three letters of the Hebrew alphabet - he, vav, bet, the gold paint which lined the chiselled inscriptions glinting in the winter sun.

Lev wrote a vav — his very own letter in the ongoing scroll of tradition.

The Hebrew letter is called the lamedh, and it can mean “to learn,” or as the numerological representation for the number 30 it can be combined with the letter vav — which represents the number six — to form the term for the righteous people who save the world.

With only its all-round approachability and that tilt facility to distinguish it from the free likes of Letris, this app incarnation is unlikely to have quite the same impact but – like that questionable three-letter word – I'll "vav" it anyway.