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This passage connects with the mention, at the end of the preceding verse, of "the heedless ones" who do not use their faculty of discernment in the way intended for it by God, and remain heedless of Him who comprises within Himself all the attributes of perfection and represents, therefore, the Ultimate Reality. As regards the expression al-asma' al-husna (lit., "the most perfect [or "most goodly"] names"), which occurs in the Qur'an four times - i.e., in the above verse as well as in 17:110 , 20:8 and 59:24 - it is to be borne in mind that the term ism is, primarily, a word applied to denote the substance or the intrinsic attributes of an object under consideration, while the term al-husna is the plural form of al-ahsan ("that which is best" or "most goodly"). Thus, the combination al-asma' al-husna may be appropriately rendered as "the attributes of perfection" - a term reserved in the Qur'an for God alone.
I.e., by applying them to other beings or objects or, alternatively, by trying to "define" God in anthropomorphic terms and relationships, like "father" or "son" (Razi).
Those who twist Allah’s Names then use them to call false gods. For example, Allât, a name of one of the idols was derived from Allah (the One God), Al-’Uzza was derived from Al-’Azîz (the Almighty), and Manât was derived from Al-Mannân (the Bestower).
As we contemplate Allah's nature, we can use the most beautiful names to express His attributes. There are hundreds of such attributes. In the opening Sura, we have this indicated in a few comprehensive words, such as Rahman (most Gracious), Rahim (most Merciful), Rabb-ul-'alamin (Cherisher and Sustainer of the worlds). Our bringing such names to remembrance is part of our Prayer and Praise. But we must not associate with people who use Allah's names profanely, or so as to suggest anything derogatory to His dignity or His unity. Cf. xvii. 110. A) See also lxviii. 44 and n. 5626.