From the department of What the F*%K Were They Thinking??

So there's a new gut drug out there...



"Aciphex, with the generic name of Rabeprazole, is specially formulated to reduce the amount of acid produced in the stomach."

Yup. That would be pronounced Ass Effects.

Ass Effects.

Just exactly how many wunderkind marketing geniuses did it take to come up with this little gem? And how many millions of dollars did it take?

And did anybody...anybody...stop to think what it sounds like when you say it out loud?

Personally, I think it might be a great name for a diet drug.

Ass Effects! You won't believe the effect it has on your big, fat ass!

Or maybe one of those "personal lubricants"?

You could add a little extra sibilancy (if that's not a word, it should be) to the pronunciation...

Assssssss Effectsssss. So slick you won't even know he's there!