What's In a Name?

SMART: Hey, our new nomenclature uses the "#" symbol--and it's pronounced "hashtag", as in, "Hey, look at my new Smart hashtag 3!" We wanted it to be as obscure and confusing as possible.

DS: Hold my beer...

https://lnkd.in/gAxtzn22

So, at least it's easy to pronounce ("DS number 8") but I have no idea how to easily generate that on my keyboard; is that a degree symbol?

To their credit, though, that interior looks pretty avant-garde and DS-appropriate (the links to the photos are at the bottom of the press release).