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Why is the word "shell" in Shell not pronounced "ke"?

ke doesn’t sound good, and qiao has the same pronunciation as “qiao”. The meaning of good sales

Royal Dutch Shell Group of Companies (Royal Dutch/Shell Group of Companies), also translated as "Shell", is currently the world's largest oil company, headquartered in The Hague, Netherlands and London, UK. It was formed by the merger of Royal Dutch Petroleum and British Shell. It is a major international producer of oil, natural gas and petrochemicals and the world's largest retailer of automotive fuels and lubricants.