It might be used to run everything from PCs to power stations, but it seems some people are still a wee bit shy about using the (cough) L word.

Speaking at the launch of the touchscreen Pure Sensia digital radio, director of marketing Colin Crawford was pressed for specifics of the new device’s software. But after his CEO reminded him that the new radio was based on a Linux OS, Crawford remarked: “I don’t like the using the word ‘Linux’ on a radio.”