A month or two ago, one of, if not the head, of Schiit videoconferenced into our virtual audio club meeting for a presentation and Q&A. He was asked about the origin of the company name. Per his straightforward explanation, the etymology of the name is indeed based on the 4-letter term. They may make great products, but I would not know, since I don't own any, and I don't know anyone who owns any, and there may be no trustworthy reviews for them, but as far as the company name goes, the joke's on you.