Several poorly known species lack common names due to the lack of familiarity of the non-scientific community with them. However, it can be usually observed that people are a lot more willing to learn about animals when they can call them by common names in their own languages.

A clear example is earthworms: while for example in the UK there are several species with well established common names, in Spain there is hardly any common name for them. In my experience it leads to people having difficulty when approaching their diversity: in general, having a common name for all species, earthworm ("lombriz" in Spanish) gives the erroneous idea of uniformity.

As I'm in the middle of a taxonomic revision of a whole endemic, poorly known (by the public) earthworm family, I'm seriously considering giving each species (or at least each genus) a common name. Do you think it's legitimate for taxonomists to do so? Is it useful?

Please let me know your thoughts about the topic. 

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