There is nothing like a name or a nickname to personalise the weather, especially bad weather. If hurricanes, cyclones and typhoons have names now, there is no reason for blizzards to be left out. Merely calling snowy weather ‘winter’ leaves people cold these days. Being pounded by the Beast from the East certainly sounds more dramatic than merely getting snowbound; getting ‘snow-bombed’ is more likely these days. Even the weather cannot afford to be ordinary any more.

Source: Economic Times February 28, 2018 17:26 UTC