I think its a name problem
Look, 'Tidal' is short and snappy, but it has too many vowels between the sylables. He should've called it TDL, or something, and made some of the letters caps and other not, or added an extra bit of punctuation, like t:Dl then you get a big grinny face in the middle. And the lower case t looks a bit like a hat like the rappers wear.
You know, the rappers? They run down the wall, next to the thing. It's a bit like a bus shelter, but not. Where the shopping trolleys go, and they run down the wall and. The rappers. You know them?