We have a set rules for creating acronyms in our deparment.
1. If it looks like a word look it up in dictionaries for a given set of languages.
2. Look for in in at least two search engines (this may be cut to one if the result is unpleasing)
3. If the one of the steps turns up a negative meaning, find a new one and start over.
As the steps are easy to perform and the first few hits at Google show the meaning there is no excuse for the marketing guys. This is especially true because the people who might want to buy it could be expected to know it.
If the marketing campain is fouled up the product may be too.