EA veterans form new development studio

I understand wanting to leave a giant corporation such as Electronic Arts and starting your own little development studio (thus, giving each employee more room for creative expression),
but why name it Deep Fried Entertainment? Why would they pick a name that reminds someone of either 1) southern cooking or 2) greasy fast food. Names aside, the company, composed of five ex-EA Black Box employees, whose previous credits include Baldur's Gate, MDK2, and the Need for Speed: Underground series, hope to use their newfound freedom to create innovative games for the handheld market. No word on any titles yet, but they are talking to publishers already, so we will keep you updated.