He thinks of being AWOL, and likes the idea of the label beside his name, the sense it gives of who he is.
Boucheau, the name beside the bottom button reads.
I rolled down the window, looked at his shield and the name beside his photo, and smiled.
I think it was a real aesthetic satisfaction; I know they would talk of it afterward for hours, with sighing comparisons of the "form" of the young men of Elgin, which they called beside Hesketh's quite outre.
... but a label beside each flavor helps the process greatly especially when the loud speakers are blaring in the background.