[daniel-levin]

Well possibly the point here is the double pronged attack on the fact that Mac OS stopped at X (ten) and there is a common expression 'turn it up to eleven' [1]

[1] http://en.wikipedia.org/wiki/Up_to_eleven

[vacri]

The flip side of the coin is that they didn't want to name themselves after a satirical skit that is emphasising the stupidity of the phrase utterer.

[zedadex]

Wouldn't be the first, or worst, marketing whore-out to happen these days

[bstrom]

looks like you wooshed a little bit