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The technology may be great but the...I dunno what you call it... Branding? Rhetoric? just elicits an eye roll.

It's a joke on 'Sapper': a soldier responsible for tasks such as building and repairing roads and bridges, laying and clearing mines, etc.

That ought to be easy to find on Google!

New fancy TLD, the most generic name you can think off... so this is probably gonna get bought pretty fast!