preferred_name: Tends to fall back and may have to try more than one time, but can get up without help
preferred_name_lc: tends to fall back and may have to try more than one time, but can get up without help
label: Tends to fall back and may have to try more than one time, but can get up without help
label_lc: tends to fall back and may have to try more than one time, but can get up without help