Doing some research for something else, and I stumbled across a mention of my grandfather! He passed away in 1991, but his legacy remains.
"Our next essay, Etymology by William E. Umbach, tells us that there were some amazing esoteric and rather spooky elements in the manner in which ancient intellectuals regarded the spoken word. The ancient Greeks, he wrote, “were engaging in no idle quest; they, like much earlier primitive man, sensed a mysterious relationship between the word and that for which it stands. To know how to pronounce the word correctly would give the user power over that thing or being, a principle of great importance in the exercise of witchcraft. But conversely it could also be dangerous to pronounce the names of certain beings, for to do so might arouse the anger of the imminent spirit.”
“Thus” Umbach continues, “some taboo names eventually disappeared through silence. The English name bear, for example, is derived from an ancient term meaning ‘the brown one’, and people used that name when discussing that beast instead of its true name. In ancient days many a hunter was killed by bears so when out hunting they concluded it’s best not to refer directly to that beast as a bear. Just mentioning his name could have the power of inviting the voracious beast to come eat you for dinner.
Our author also explains a well-known linguistic phenomenon: language is dynamic and the people’s usage, pronunciations, and spellings of it undergo change over time. Also, the popularity of individual words come and go and often disappear from common usage to be found only in dictionaries where they are listed as archaic."
(fun fact: Grandpa spoke 17 languages.)