The url is http://dirtypcbs.com/ and the title on the page is "Dirt Cheap Dirty Boards" and the tag-line is 'No bull, just crappy PCBs'.

I get that they're trying to convey 'quick and dirty', but they're only saying the dirty, crappy part of it, and de-emphasizing the cheap and easy. To me it says not environmentally friendly crap.

It's totally their marketing decision to make though. It would be interesting to see them comment about this, and what their rationale was in choosing the name (it could be that this was extremely well tested and researched).

I'll be using them, anyway!