In the mid 70s a leader in the study of nuclear magnetic resonance proposed that if Hertz was the term used for cycles per second, then Avis should be the appropriate term for radians per second (a unit of convenience in NMR). The editors of the appropriate journal balked.
A few months later this author wrote an elegant paper on Proton Enhanced Nuclear Induction Spectroscopy, which was referred to by its acronym.
An editor later remarked "You shudda let him have Avis."