I think 1qaz2wsx3edc means naming the key "hypermedia" instead of "rels". I don't like "rels" because it's hard to pronounce (do I say relationships or rails?) and because it it's an abbreviation. Unfortunately I can't think of something better.

When you're competing against nothing, lack of elegance is a difficult problem. The need to be elegant is stronger and you can't simply be as or more elegant than your competition.