Why, oh, 'Y'?

The YMCA is rebranding itself in line with what most people already call it anyway: "the Y". Well, that certainly makes it easier to refer to in a tweet than the " Young Men's Christian Association ". Governments have long loved acronyms and abbreviations in preference to spelling names out in full (think FBI, CIA, Nato, Nasa, etc), but there is now a well-established trend in organisations' initials or abbreviations becoming the thing itself for marketing purposes. Thus staff at National Public Radio were recently instructed by memo to adopt the abbreviation "NPR" when referring to the network; Kentucky Fried Chicken has long since become "KFC" to its customers; General Motors is generally known as GM, while British Petroleum was rebranded "BP" after a series of acquisitions – though, arguably, it's now due for another brand makeover as a matter of some urgency. So, for the Mac-friendly, should Apple now be called App? What favourite brands of yours might benefit from verbal downsizing?