Go, the PR blurb gushes, was chosen because it reflects the character of the airline and the sort of folk who will use it, the "get up and Go" type in fact.
Presumably BA knows that Go is the also the name of a board game, an energy drink, a range of hardware, a brand of T-shirt and a piece of surgical equipment. Tonka used it on a toy and Heinzl on an alcoholic drink, both since withdrawn, and Hasbro is thinking of using it on a game.
Barbara Cassani, the brash American who runs Go, remains unfazed. She says Go reflects the simplicity and straightforwardness of the product. What's more it will fit perfectly with the marketing - as in "Go to Paris for pounds 29".
But the airline business is a cut-throat world and no more so than at the no-frills end of the market. If things don't work out for Ms Cassani, there is always Cromwell's famous exhortation to the rump Parliament: "In the name of God, Go"....