"I have started a new company and I'm so excited about the name.... it's got the best name ever of all companies of all time!!!," Mr. West wrote late last night. "The name of the company is DONDA."

Why is "DONDA" the best name ever of all companies of all time? Probably because Donda is the name of Mr. West's late mother, whose cosmetic surgery-related death the rapper dealt with publicly.

Gawker had another idea.

"DONDA will be your everything," Seth Abramovich wrote. "Just you wait and see. And what is DONDA? It's an acronym for Dis Original Nigga Dresses Aight."

Nope, you didn't miss a Tweet. That dialect-inflected acronym is sui generis.

Many in the comments are accusing Gawker of insensitivity or alienating their black audience. Celebrity blog Oh No They Didn't also made a brief critique.

"Donda is Kanye's mother's name so idk where the fuck this dickweasel got that acronym from unless he was just oh so desperate to call Kanye a nigga," user KWIKIMART wrote. "SMH."

"It was a joke," Mr. Abramovich wrote the Observer in an e-mail message.

Update: He's since added an apology.

*DONDA is actually the name of Kanye's deceased mother, not the acronym above, which was meant to be the kind of thing Kanye would make up in a late-night creative writing fit, but has offended many people. So sorry, to everyone who was offended, and for the confusion. Sorries all around!