I didn't associate it with anything negative the first time when I saw the headline. Didn't even think about it being a bad name till I read the comment.
Not sure as many people will think it is negative as you think.
Well, what they think when they first see it, and what they think after it's made the rounds of the late shows (Kimmel, Colbert, Fallon, etc) might be entirely different. This is low hanging fruit.