Should You Speak The Name?

From a Wired article which heck you might as well start on page 8.

Debra Chrapaty, the Microsoft exec in charge of the company's data centers, says that Microsoft's infrastructure is so efficient it can compete in cost even with a company she refers to by the letter G. (She refuses to speak its name out loud because "every time you say that word, it reinforces their brand," she says.)

Really? I guess that's the logic behind names like Google Page Creator and Google Image Labeler. Flip side is the Mapquest vs Google Maps effect, although it seems Google Maps is catching up.