Chippandale, The Cash Register, Lipstick, The Gherkin, The Glass Testicle, The Supository. None of these are names that the architects who designed those buildings, or the developers who paid for them, gave them. But they were given by the public based on their appearance. And they stuck. Architect Philip Johnson (who designed the Chippandale and the Lipstick building) always said that he was flattered by the nicknames. He took them as a point of pride. He'd come up with a memorable structure that had struck a chord.
I guess we should say the same to the designer who came up with Direct Energie's identity....you know, the one with the golden bagels.