Yes, I eventually found that... It seems an unusual design choice.
Imagine if you walked into IKEA and asked for a "Poang bookshelf" because that's what's on the label, but the shop won't let you buy it unless you quote its hidden SAP stock code 40021303210312 ;-)
I'm okay with it reacting to the hidden ID, but NOT to react to the actual text that the user's been presented is a recipe for confusion.
>Look
You see a bookshelf
> Get Bookshelf
You don't see a bookshelf.
Thanks for getting back to me, it's much appreciated :)