When people say IFTTT, are they referring to the company or to the verbs which they actually represent? (just curious) I feel like the 'If This Then That' parad

When people say IFTTT, are they referring to the company or to the verbs which they actually represent? (just curious) I feel like the 'If This Then That' paradigm has been around for a long time, while the company which adopted the phrase has not been around so long.