The idea is important to startups where imagination and ideas are paramount. The theory is developed by Edward De Bono who's hardly an intellectual flake ~ http://en.wikipedia.org/wiki/Edward_de_Bono
'... unless you learn to escape from the obvious way of looking at things, you will not develop new ideas ...'
So the play on words, puns, cartoons and jokes are just a function of thinking. Beware of humourless hackers. It's a bad sign.