Plutarch, Quaestiones Romanae
Goodwin, Ed.

Solution. Is this the reason (as Antistius Labeo hath told us), that hortari signifies to quicken one to an action, that Horta is such a Goddess as exhorts and excites to good things, and that they suppose therefore that she ought always to be in business, never procrastinate, therefore not to be shut up or locked? Or is it rather that Hora, as now they call her (the first syllable pronounced long), being a kind of an active and busy Goddess, very circumspect [p. 231] and careful, they were of opinion that she was never lazy nor neglectful of human affairs? Or is it that this is a Greek name, as many others of them are, and signifies a Goddess that always oversees and inspects affairs; and that therefore she has her temple always open, as one that never slumbers nor sleeps? But if Labeo deduceth Hora aright from hortari, consider whether orator may not rather be said to be derived from thence,—since the orator, being an exhorting and exciting person, is a counsellor or leader of the people,—and not from imprecation and prayer (orando), as some say.