Imagine you were going to start a company that would offer training to oil and gas guys. Imagine that these guys have associated certain terms and brand names with certain regular products on their worksite. Imagine that these guys spend lots and lots of time working at remote locations that are miles from any warm porcelain.

Now, think of the most tragic name for your company that you can, and quickly begin operating under that name. You may wonder why people snicker when you introduce the company that you're with and demand to see a card before they believe you.

I wonder if they do their testing in little blue cubicles on site.