the divine name.

"people treat it as if that incomprehensible and most high Being, who is even beyond the reach of thought, were only their equal. Otherwise they would not say, 'the Lord God, the dear God, the good God.' This expression becomes to them, who have it daily in their mouths, a mere phrase, a barren name, to which no thought whatever is attached. If they were impressed by His greatness they would be dumb, and through veneration unwilling to name Him."

-goethe.