Russian gas giant Gazprom formed a joint venture with Nigeria’s state-gas company, and chose to name their new venture Nigaz. Most people reading the news respond with, “Are you serious?!,” or just burst out laughing.

The BBC has an article about the poor choice, explaining that it’s not pronounced the way you might be tempted to pronounce it (but not in mixed company), and interviews a branding consultant who states, “People will soon forget that the name sounds bad.”

Really? People will soon forget that naming your African joint-venture “Nigaz” sounds offensive?