I thought it was funny.
SALES MEETING
'Right lads, we need a word that sounds as close to xtreme as possible but is legally different'
'What about exceed?'
'It's good, but needs to be a tiny but more different, for legal reasons'
'How about putting a hyphen between the x and the c?'
'Brilliant. Let's go to the pub, we've got one over on Alex again!'