A character — often a villain, eldritch horror, or figure of ultimate dread — is so feared that people avoid uttering their actual name at all costs. Instead, they refer to the character exclusively through pronouns like "he," "she," "it," or "they," often capitalized for emphasis (e.g., "It is coming" or "Don't speak of Them"). Merely whispering the true name is believed to summon calamity, invoke a curse, or shatter the speaker's psyche with raw terror. This builds an aura of mystery and omnipotence around the entity, making the pronoun itself carry a weight of unspoken horror.