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Who Gets to Name Storms?

Weather Channel, NWS have very serious argument
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The Weather Channel and the National Weather Service are having a spat over who gets to name what storm, and when, and they insist that you stop laughing right this minute.

The network has proposed the name "Athena" for the Nor'easter riding Hurricane Sandy's coattails into New York today, and the NWS is having none of it. The organization issued the following caveat to its employees and users:

TWC HAS NAMED THE NOR'EASTER "ATHENA." THE NWS DOES NOT NAME WINTER STORMS IN OUR PRODUCTS. PLEASE REFRAIN FROM USING THE TERM ATHENA IN ANY OF OUR PRODUCTS.

Very, very serious. If the Weather Channel names a storm that grows up to be a hurricane, who will get to name it? And whose last name will it take? 

"Athena"/unnamed large storm is over the Northeast right now.