On Sunday the San Francisco Chronicle had a big story on Quay Valley Ranch, the master-planned town being proposed in Kings County (not the new and improved salad dressing you were hoping for). Developer Quay Hays says it will be a model for urban planning.

"None of it's pie in the sky. It's just putting it all together,'' insisted Hays, who promises his new community of up to 50,000 homes -- called "Quay Valley Ranch" -- will set a standard in environmental sustainability.

First, naming a town after yourself is a tad pompous. Second, naming it after your first name is just megalomaniacal. Would you care to move to Jarah Valley Ranch? I know I would! But then there's more:

He promised that Quay Valley Ranch would be a model of urban planning and an entertainment destination, with a 42,000-seat motor speedway, a water park, resort hotels and a convention center.

The project is expected to cost more than $10 billion. Perhaps Quay, who's had a string of oddball business ventures and failures, should name the development after what is surely his middle name: boondoggle.