Huh? "The Art of Ass-Kicking" is a righteous name. I think your opinion regarding this is an outlier.

In fact, your strong reaction to it proves it's a potent name.

I think he's pushing against it because it's a lot of hype and buzz, and frankly sounds like it was written by either an advertiser or (even worse) a politician.

I think it's natural for a certain kind of hacker to steer clear of such indicators.