That might be true for you, but it's not true of most people, at least as far as I've been able to observe. The name in particular (Schiit) people seem to really get the clever humor of it.
Not at all true for me. I'm a happy owner of their gear who appreciates their thumbing their nose at the snobbery so often associated with audio enthusiasts. However I do think there are those who make the mistake of not taking them or their products very seriously.