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Genesis 10:22

Builders of Name are Concealed,406 and Straight,407 and Arphaxad, and Lud, and Castle.408

Footnote:

407

“Straight” Asshur, אַשּׁוּר, noted as the place where Nimrod went to build Nineveh is from אָשַׁר, ashar meaning to go straight, go ahead, be happy, lead. Take note of the difference between the names of the Wilderness (no spiritual connotations), the Gentiles (unpleasant spiritual connotations) and the Name (all pleasant meanings).