"Although," as Max explains, "What's-his-name wasn't his real name. He used it because he said that's what people called him anyway. Myself, I always called him Fred Whosis. Because I couldn't remember What's-his-name. He didn't make much of an impression on a person. Which was great for the spy business. No one could ever remember him."
[Mentioned, Novel #1: "Get Smart!".]