Hotplug - how does it get the name?

[B Wooster]

I'm trying to unravel the process by which my USB SB Card Reader gets
a name in /media - when I plug in this device, I see /etc/fstab gets a
new entry - /dev/sda1 with /media/CANON_DC as the mount point.

The Reader is not a canon, though when I first installed Fedora FC3, I
did plug in a Canon camera in the USB port.

I'm trying to figure out if I can change the word "CANON_DC" to
something else, am assuming that the string CANON_DC is stored in some
config file, but have not been able to find it yet...

Any help/pointers on where to look for this appreciated...