Lee was not familiar with the term, so I pointed him to Webster's, which defines it as a noun, Yiddish in entymology etymology, and means "trinket" or "knickknack." As I told Lee, the word saw a jump into the mainstream during the dot-com glory days, when those companies would give out all kinds of logo-emblazoned crap at trade shows, conventions, expos, and to anyone the marketing people ever came into contact with. Maybe too many tchotchkes is yet another reason why so many of them dot-bombed. That said, I do appreciate a quality tchotchke, like the metal Apple luggage tag I received from them last year at MWNY.