When they first loosed that silly slogan upon the world
some years back now.. I couldn't resist 'explaining it' in terms of Lead / Plumbum - a dense metal, very malleable (with obv implications) etc. There were only a few participating in their then latest, in a series of garish colors and wasted margins.. gawd IW is inept on all scales.
Now that the slogan has died an unnatural death, it probably doesn't matter.
Ashton