a deity whose name literally meant "Nose Lord;" but, the word nose lent itself to words with the meaning of leader, leading, etc., so this was a deity who was special to the vanguard merchants, who penetrated the province of Anahuac looking for trade goods (which could expand the empire)
Yiacatecutli [Yacateuctli] was the "Lord of the Vanguard," (the concept of nose also fits with this, as the nose leads the way). He was the deity of the merchants (puchteca, pochteca). Merchants would carry an image of the deity on staves, and dress him in paper cut in four points and covered with liquid rubber. They would set him when they would stop for the night in their travels, often to the coast, to canyons, and to mountains. Their penances included bloodletting and offerings of incense. (central Mexico, sixteenth century)
Yiacatecutli [Yacateuctli] had sibling deities, four brothers and a sister, according to the Spanish translation. Seler believed that Cochimetl and Yacapitzahuac were synonyms for Yiacatecutli [Yacateuctli]. (central Mexico, sixteenth century)