According to the warehouse club’s handbook for new employees, BJ’s is named for Beverly Jean Weich, the daughter of the company’s first president. That was in 1984, so it’s not like nobody knew that the name had a possible secondary meaning other than “a person with the initials B.J.” Right? Josh really questions the wisdom of the company’s new slogan.

He’s not the first one person to notice this, obviously, and maybe that’s the problem. “Does BJ’s really believe that a question mark is enough to stop people from reading it wrong?” he wrote to Consumerist.

Is that it? Are they just daring us to move that question mark?

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