If you speak German, you're probably quite appalled at that word choice. In German, "ficken" means "fucking." The German Patent and Trademark Office initially rejected the application because they said it was "socially offensive."
A higher court, however, found "nothing ‘sexually discriminatory’ or offensive to public morals about the name at all" and allowed the company to register it. They have also created a line of t-shirts, hats, underwear and even condoms to promote their product.
What do you think of the court's decision?