Do you know I've been thinking about this and it's actually all very clever!
We are all talking about the name, so we will remember it - and this is the key part - because if we remember the name - ***for whatever reason*** - we are more likely to use it (aka 'see what all the fuss is about')
... and if the product is actually good ... we are more likely to continue to use it.
It is a silly name but it is a catchy-attention-seeking name. If it is a success, in time, we will forget how silly it is.