Inappropriate Sigmas

One of my pet peeves, long before I started studying Greek, has been the use of the capital letter sigma, &Sigma, to represent an "E" when trying to "cleverly" spell things in various logos, t-shirts, or bumper stickers (think "GRΣΣK WΣΣK" or "I'm a member of SΣΧ", both of which I have observed, and both of which compound the issue by combining non-Greek Latin characters with inappropriately-used Greek ones).

Well, I just saw what, to date, is the most atrocious use of this technique, in an ad (shamefully, over at Phi Beta Cons, who ought to know better) for cheapbooks dot com (whose URL I steadfastly refuse to reproduce here for fear of accidentally steering some traffic their way). The offense? "CΗΣΛΡβΘΘΚS.com".

Now, "C" and "S" are both Latin characters, but each of the rest may be represented as Greek letters, which I assume they were trying to do. Thus, one may, presumably, direct their web-browsers to Ceslrbththks.com for all your... ceslr-bththking needs? However it is supposed to be pronounced, even the Wee One, a month shy of her second birthday, has considerably better diction.

Oh, and not to belabor the point, but they actually hit the "Linguistic Infraction" trifecta, in that, amidst all those other capital letters they used the lower-case &beta rather than the upper-case &Beta, again presumably to accomplish that "Greek Look" -- or should I say, "GRΣΣΚ ΓΘΘΚ"?

As a final note, I am now placing "Innapropriate Sigmas" up there alongside "Süperflüoüs Ümlaüts" on my list of potential band names, should I ever decide to become a rock star.