Yes, the Gizmodo article is hilarious!! I saw it shared on my Facebook timeline a lot!

For Gizmodo it is an absolute win - lots of sharing. For Rego, I am sure it is a short-term win. But at the long-term there are a lot of challenges to make the transition from novelty to consolidate, real value delivering app.

My 2 cents would be, keep the branding as a purpousely funny. Rego is a funny bad word, but not one that a newspaper can't publish. It's not that strong. Also it is very well known, but, at the same time, is not that commonly used so people won't associate it to a brand.