It's intentional. When you tell a child "don't run," they run. They never hear the word don't. If you intend on quitting alcohol, you tell yourself what you want to do such as "drink water" and not "don't drink beer." It's how I knew they were Up to no good and likely an asset to 3 letter agency.

That slogan and Eve's bite of the Apple logo told me who they are as companies. All intentional and hidden in plain site.