El Reg has always had nicknames for companies and employees. "Microserfs" goes back at least a decade or two. Google == Chocolate Factory, Intel == Chipzilla,

El Reg has always had nicknames for companies and employees. "Microserfs" goes back at least a decade or two. Google == Chocolate Factory, Intel == Chipzilla, Cisco == Borg Collective (pretty sure Broadcom deserves that title these days)