Of course GChief is giggling. He insists on calling vinyl vinyls. What else could you expect?
I've always considered the excessive use of "four" letter words as the result of an inadequate vocabulary and lack of knowledge about proper speech.
As for Schiit, I like the products. To me the name is sort of juvenile and a lot tongue in cheek. However, the name wouldn't have any effect on a buying decision. Besides I'm pro buying US products where possible.
If I had any Schiit gear it would be fun to see the reactions of people when they read the name.