According to a FBI complaint against Walter Shimoon for insider trading, Apple's secret codename for the iPad was K48.
The first rule is "you don't talk about the K48" the second rule is that "you DO NOT talke about the K48, rule three...if someone yells "stop!", goes limp, or taps out...YOU ARE FIRED.
At least I stopped before I got to the 8th rule of fight club :)
If you were wondering what K48.com was...it is Chris Calthrop's Extreme Windsurfing Page from Maui.