I've always been fascinated by naming. Take this taxonomy of SUV names. Igor is a pretty sophisticated company that gives names to things for commercial purposes. Their own name illustrates the fact that you can give negative-sounding names to things and still be appealing. One example they give is "yahoo," a successful company whose name means a rude or violent person without very much cultivation. I used a similar principle for "stupid motivational tricks," which seems to have entirely negative connotations of unintellgience, corny motivational speakers, and deceitful trickery. Apparently, a negative name is more provocative and hence more attractive to the brain.
If I were to work for any kind of commercial enterprise it would be for Igor.