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A chance remark sent me whirling back to my youth and The Custard Stops at Hatfield, specifically pages 196 and 197 and a conversation Kenny Everett had with his writers Ray and Barry

RAY: I think we're onto a winner with our new character Cupid Stunt.
BARRY: Only problem is that the BBC fainted at the thought of that name going out on television, so she's euphemistically named Cupid Start.
RAY: That's the BBC closing their ranks, military-style, and putting their foot down.
BARRY: 'Do what you like,' they say. But suddenly they think you've gone just a bit too far and there's a teeny slap of the wrist and they say: 'No, that's what she's called , all right? Off you go and be good boys.' They said it very nicely, but there was no mistaking that they meant business. They're very firm on those areas of policy, and it doesn't really matter in terms of the show.
RAY: That's not really how the name changed. They called up and said: 'Could you change the name?' and we said: 'How much?'
BARRY: So we called her Mary Hinge, instead.