> English words like ‘technology’ stem from a Greek root beginning with the letters τεχ...; and this same Greek word means art as well as technology. Hence the name TeX, which is an uppercase form of τεχ.
> Insiders pronounce the χ of TeX as a Greek chi, not as an ‘x’, so that TeX rhymes with the word blecchhh. It’s the ‘ch’ sound in Scottish words like loch or German words like ach; it’s a Spanish ‘j’ and a Russian ‘kh’. When you say it correctly to your computer, the terminal may become slightly moist.
From your link though, Leslie Lamport disagrees with Knuth (whom I like to pronounce "nuth" but is actually pronounced "ka-nuth").
I'm Greek and I pronounce LaTeX as "LAY-tek". I just tried pronouncing it "LAY-tech" with a Greek "chi" sound ("λέει-τεχ") and I sounded so silly I almost spat my coffee all over my monitor (only "almost" because I wasn't drinking any coffee). Ain't no way I'm calling it that.
And note that, being Greek, I can actually pronounce "χ" correctly. Most Native English-speaking folks I've heard trying to do the same sound like they're in immediate need of someone administering the Heimleich manoeuver to them.
Btw, I pronounce "Heimlich" with a Greek "χ" also. I bet most native English-speaking folks pronounce it elsewise. Perhaps as "Heimlick".
Indeed, the best example I can find is LateX. You can tell who's read the first pages of the docs from that.