I was reminded of that this morning when I reading Sherman's Lagoon cartoon strip.
Hawthorne the hermit crab was trying to impress some angelfish that he was really a good guy. He decided (in his scheming way) to setup a "charity" named Helping All Things Everywhere. Fillmore the sea turtle pointed out the Hawthorne that the acronym spelled HATE.

I have seen other real life examples like this. Several years ago at the company I work at, a VP in technology was promoting a new custom application. After I saw the presentation, I pointed out that the acronym of his proposed application was PMS! Fortunately he decided to change the name (and the project was approved).
I heard about another company that was looking to get rid of unused equipment (and get them off their books). They setup a group named the "Fixed Asset Retirement Team". How would you like to be an employee assigned to work on "FART"!
In the Seattle area, the decided to name a trolley the the South Lake Union Trolley. That's right, SLUT! I bet those government officials were embarrassed when they realized what they did!
Hugo Chavez, our favorite South American leader (hardly) calls his intelligence agency the Directorate of Military Intelligence. The Spanish acronym for it is "DIM". I wonder how intelligent they really are...
With the bank bailout, I wonder if Former Treasury Secretary Paulson really thought about the bank bailout name - TARP. Years from now we might look at it as a cover-up for the bad policy decisions made by the government (i.e. ending Glass-Steagall, lowering loan qualification requirements at Fannie Mae and Freddie Mac).
All of this of this points to the importance of thinking about what you are saying and naming things. We can probably never prevent people from making up names from real things (i.e. Navy - Never Again Volunteer Yourself) but we definitely need to think about the meanings. This is probably why marketing guys argue that they are worth their fees...

