To be honest despite you make have funny acronyms like 'fart' but it is marketing genius. It is like when Starbucks employees spell your name wrong and you have the urge to go on social media to show everyone where in reality you are boosting publicity for a company and the same is happening here.
I guess I may start using the power of Fart to travel across the world rather than using some other bland coach company haha
Thanks for making my day that little bit better @kus-knee! :)
You are correct about it being marketing genious!