The Department of Unfortunate Names

You know, if I were a CEO of a large drug company, and some marketing guy came to me with the following suggestion at 3 PM on a Friday afternoon, I'd have a new marketing team by Monday at 10 ! Consider the drug:

Aciphex

I hear them advertise for this drug, and I say to myself, You've got to be kidding!
I mean, pardon my French, but every time they say it on TV, it sounds like:

"Ass Effects"

Is that the image you would want for your company??? On the other hand, look at all the free advertising they get here!