Well, not exactly but it's not so further from the truth, Steve. It reminds me a recent company of headphone amps called "Schiit". The pronunciation is exactly as "Shit". Even the company jokes about it:
"And yes, that is our name. And yes, it’s pronounced exactly like you think. Shee-tah. It’s a proud German name, host to a long line of audio engineers who slaved away in crumbling Teutonic fortresses as lightning lashed the dark lands outside, working to perfect the best amplification devices in the world . . . Or, well, no. Yep, Schiit is our name, and it’s pronounced exactly like you think. As in “Hey man, that’s some really cool Schiit.” Or, “We like music and Schiit.” And now that we have your attention, can we show you some Schiit?"
http://schiit.com/