By every metric it's horrible. Searching for the term, using it as a verb and noun, ease of saying it in a sentence, recognition, as a logo, color scheme, the fact that X sounds a lot like ex as in something I previously engaged in but no longer do (irony) . I mean I could go on and on.

I refuse to believe no one told him how poor of an idea it is, I think he just has too much money to be able to listen to others.