Note to CEO's (or to whom it may concern): if your whiz marketing team comes to you with their brilliant idea of trying to 'piggyback' or 'leverage' a technical acronym that's been around forever (especially part of the orthodox curriculum) claiming that it will communicate your message more effectively then you should probably show them the door. The 'effect' will most likely be your intended audience of decision makers viewing your product like they do deceptive junk mail (ooh it's a bill I better open it... oops it's a magazine solicitation) and will throw it in the trash.*

That is my rationale/logic but marketing is more psychology than anything else so what do I know...

*a 5% response in a mass mail campaign is great but I can't believe you would target a technical customer base with that kind of strategy without risking alienating most of them.