I'd guess as something of a decentralized reminder that they exist. If you pick something that has no prior associations and is uniquely identifiable to your c

I'd guess as something of a decentralized reminder that they exist. If you pick something that has no prior associations and is uniquely identifiable to your company, then it will only come up in conversations related to your company. If you pick something that has prior associations, frequently occurs in unrelated speech, and is easily confused with an existing topic, then it comes up in unrelated conversation. The common usage can remind you of the company and bring them to mind, inflating their apparent reach. I see it as a weaponized version of the Baader-Meinhof Phenomenon, and think less of any company that does it. But I still think of them, which is an acceptable trade for unscrupulous branding.