That "heading-up" technique reminded Honey of ancient Polynesian navigation concepts that he had read about during his studies of navigation in previous years. The ancient mariners of that region navigated the seas by relying on a series of environmental cues, such as the positions of islands around them, combined with a mental perception of themselves in the center of the conceptual navigational space in their heads. With that in mind, Honey decided to call his new company Etak, which is a Polynesian term for moving navigational reference points.

Ah yes, the Polynesian stick charts:

https://news.ycombinator.com/item?id=11522372