The reason is that the river is full of spirits, who, if they heard the fisherman’s real name, might so work against him that he would catch little or nothing. Even when he has caught his fish and landed with them, the buyer must still not address him by his proper name, but must only call him mwele; for even then, if the spirits were to hear his proper name, they would either bear it in mind and serve him out another day, or they might so mar the fish he had caught that he would get very little for them. Hence the fisherman can extract heavy damages from anybody who mentions his name, or can compel the thoughtless speaker to relieve him of the fish at a good price so as to restore his luck.
Frazer, The golden bough; XXII
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