Trump remained aloof. All he really seemed to care about was what to call the bill—branding was his specialty, after all. He hated the term “tax reform.” “No one knows what tax reform is,” he complained to aides. “No one knows whether their taxes are going to go up or down during tax reform.” As far as he was concerned, it was a tax cut. He told Republican congressional leaders he wanted to name the bill the “Cut Cut Cut Act,” which even allies considered too cartoonish.[28]
