I am a fan of irreverent naming, and irreverent branding in general. It takes guts to spin insults and swears into strong intellectual property, so when I do see an example of it, I am instantly in love.
Lagunitas has always had fun with its naming. I've hated lots of their names (I feel left out of the joke!), but always respected their "We do it our way!" choices that show up on the shelf. But I recently came across one that made my heart skip (or hop? That's a beer reference, right? I don't drink beer.)
Also a great SEO strategy, hedging against the possibility that Lagunitas haters will go online looking for commiserators, only to have to sort through pages of product reviews.