From the
Glossary of The Wheel of Time
Saying the true name of the
Dark One (
Shai'tan) 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."