You're talking about it. Right now along with a solid dozen other people as the only comments on this thread.

People barely understand what the company does, but boy do they want to tell you all about the name.

It's marketing gold. Because rather then "who was that? Some firm named something corp" instead you're spending 5 minutes reinforcing how bad the name is..just building a ton of word association games for a name derived from a well known fiction work and really building up the message that the company is named Palantir and they sell products to the government.