Gogol-Mogol and the "M" Trick

Some people like to have a гоголь-моголь (GO-gol MO-gol, a raw egg beaten with sugar) for breakfast, some people don't. I stay away from raw eggs but I'm very interested in the name of the drink. Repeating a word with an "m" instead of the first consonant is a funny little habit that you hear a lot when you talk with people from the Caucasus region. Think шашлык-машлык (barbecue-marbecue) or чай-май (tea-mea). It doesn't seem to mean anything in particular when people do the "m" trick; it just injects a feeling of relaxation into the conversation.

I usually hear Armenians do the чай-май thing on food words, but the other day a Russian relative who grew up in Tbilisi, Georgia was over for tea and he did the "m" trick on a word that had nothing to do with food. He was talking about construction materials and I sat up straight in my seat when he did it. I was too shy to pull out my notebook and write it down at the moment and now, of course, I've forgotten it - a fitting punishment.