Reminds me of a conversation I had with a designer at IBM Raleigh. He showed me models of some of the server rack designs that he worked on at IBM for their super computers (I think it was Blue Gene). He said they had a bunch of CIOs that were upset after having spent ungodly sums of money on a fancy new IBM supercomputer and seeing it look just like all the other miscellaneous racks of servers in their datacenter when they went on a tour. So to appease these CIOs, they created all kinds of designs on the rack doors that looked like DNA sequences on the server doors so that you could 'tell' this cluster was doing gene sequencing just by looking at it and the CIO could proudly show off his new toy.