FCUK v/s STIH v/s SIHT

Why is the brand name FCUK more evocative than the not-yet-brand-name STIH? both FCUK and STIH are rejigged from the original 'dirty words'. What makes FCUK more memorable is the fact that the first letter and the last letter of the original word is in the same place in the rejigged word. Lesson in dirty-word re-branding techniques? If you're looking to make up a brand name from the seven dirty words in the English lexicon and want your name to riff off the already branded-in-your-mind dirty word, make sure the first and last letters of your new brand name are in the same place as that of the dirty word. Example: SIHT will make a better brand name that STIH. Thanks for this dirty thought, Mr. Brandnama.