From the Glossary of The Wheel of Time
Saying the true name of the Dark One
) draws his attention
, inevitably bringing ill fortune at best, disaster at worst. For that reason many euphemisms
are used, among them the Dark One, Father of Lies, Sightblinder, Lord of the Grave, Shepherd of the Night, Heartsbane, Heartfang, Grassburner, and Leaf-Blighter. Someone
who seems to be inviting ill
fortune is often said to be "naming the Dark One."