How can three little letters be so offensive?

Steve Jobs on his new gizmo (via Guardian Technology blog):

It’s called iTV. That’s a codeword. We need to come up with a better name.

Sir Peter Burt on the name of his company:

I wonder if we should change the name of the company from ITV. It would be easier if we were called something else.

What did those poor three letters ever do to offend anybody?

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