In Operation Shylock, Real Roth attempts to exercise some kind of control over his “preposterous proxy” by refusing to call him by their shared name and instead renaming him Moishe Pipik—pipik being the catchall diminutive given to naughty kids and schlemiel-like characters in his childhood home; the name literally means “Moses Bellybutton” (fitting for all this navel-gazing). The renaming delivers short-term relief, but ultimately it backfires: Fake Roth is still ensnared in what Roth terms “pipikism,” or bellybuttonism, “the antitragic force that inconsequencializes everything—farcicalizes everything, trivializes everything, superficializes everything.”

Naomi Klein, Doppelganger, loc. 470