If we're being fair, they're an evil company that does evil work for evil people. It's abhorrent that they're using Tolkien to give themselves nerd-appeal.
Our corporate processes have established that using "Fish That Swims Up Your Penis" as the name of the product might contribute to 1% sales decrease. Having in mind our focus on maximizing the profit by appealing to widest audience possible, this is the core reason why we're strongly against the chosen name. Instead, we suggest conducting market research which will determine the optiminal naming scheme for our products. We are very big and very serious.