It is a name so ugly and with more than a nodding relationship with swearing that you could be forgiven for thinking that the green lobby had invented it.
"Fracking" the art of pumping high-pressurised water and chemicals into rock to produce gas and oil seems almost deliberately manufactured to conjure up images of baddies kicking kittens.
Sadly, Latin (on this occasion providing the root fractura meaning a breach or cleft) has not been a good friend of the technology. With a name like that environmental campaigners must be laughing up their fair-trade cotton sleeves.
This week the Government has a major opportunity to show its pro-business colours when it comes to building new opportunities for the economy. After endless delays we will finally see the nation's "gas strategy".
It will need to be more than hot air. First (OTC BB: FSTC.OB - news) , the Government should make it clear that new gas fired power stations are part of Britain's energy mix. I would expect, following comments from the Energy Secretary, Ed "I'm in charge" Davey, at least 20 to be given the green light.
After the vagaries of wind farms which helpfully don't work when it's cold and there's no wind straightforward, flexible energy production with a low carbon footprint is where the country's focus should be. And please, after last week's Energy Bill which Centrica (Xetra: A0DK6K - news) said had still to give investors sufficient clarity, can whatever is announced allow the businesses that are expected to invest a clear roadmap. This stuff, after all, is not cheap.
Then will come the issue of "fracking". At present there is a moratorium on the technique after a site in Lancashire run by Cuadrilla, the energy company chaired by Lord Browne, formally the chief executive of BP, was said to have caused "earthquakes" locally.
Fearful of headlines suggesting that nasty exploration firms were trying to blow up Blackpool, the Government reached for the nearest headline reduction mechanism and announced an inquiry. Some people pointed out that the "quakes" were actually relatively small tremors which reached the heady heights of 2.6 on the Richter scale and that "splits" found in local roads had actually been there for years.
If we had taken such an approach at the outset of coal mining, which caused "earthquakes" aplenty, the industrial revolution might never have happened.
The inquiry duly reported and it came as no surprise to anyone with any expertise in the area that the actual dangers of fracking are minimal.
"Most geologists think this is a pretty safe activity," Mike Stephenson, head of energy science at the British Geological Survey, said.
"We think the risk is pretty low and we have the scientific tools to tell if there is a problem."
Of course, we should proceed with care. Although the technology of fracking is well known, its mass use on land is less comprehensively understood. Some evidence of water pollution has been found near drilling sites and local nature needs should always be taken into consideration.
But that is not an excuse for inaction. George Osborne, who is fast becoming the de-facto Pro-Business Secretary as a counter to the Anti-Business Secretary, Vince Cable, has laid his cards on the table and I expect the moratorium to be lifted, if not in the next week then certainly in the relatively near future.
Don't forget, Mr Osborne took to the stage at the Conservative Party conference in Birmingham in October to reveal his hand.
"We are today consulting on a generous new tax regime for shale so that Britain is not left behind as gas prices tumble on the other side of the Atlantic (Frankfurt: 640218.F - news) ," the Chancellor said. Expect more details on this in the Autumn Statement.
No one knows yet how much shale gas and oil there is lurking under Lancashire and Morecambe Bay, but it could be significant.
Cuadrilla estimates that during the 30-year lifetime of the projects it is planning it could provide between £5bn and £6bn in corporation tax. No wonder Mr Osborne, who is so desperate for readies he has taken to raiding the Bank of England's quantitative easing receipts, is pressing for the go-ahead.
Local councils, understandably leading the charge of "not in my backyard", will also receive a healthy slice of the action. If proposals on sharing business rates come into force, Cuadrilla estimates that £20m could be heading towards council coffers. With councils claiming cuts are biting deep such a windfall would be a welcome relief.
The fracking issue is part of a much wider debate on the future of energy supply. As Peter Voser, the chief executive of Shell (LSE: RDSB.L - news) , warned two weeks ago, Europe (Chicago Options: ^REURUSD - news) is in danger of being left behind as both the United States and China leap ahead in the production of unconventional gas and oil.
Indeed such has been the impact on gas prices in America, a country which could be the world's largest producer of gas by 2015, some shale projects are in danger of becoming commercially unviable.
Europe is a long way from that moment. Bureaucracy, a politically powerful conservation lobby, lack of imagination and an inability to understand the global changes in energy production which could leave the Continent relying on imports while other great economies forge ahead, has left Europe puffing along in the slow lane.
This week the UK Government could at least show it has a desire to be different. A proportionate but positive response on the need to promote shale gas would be a good start. As would a nicer name for fracking.
= Mark Carney's tricky in-tray =
The decision to recruit Mark Carney as the new Governor of the Bank of England is one of the smartest things George Osborne will do in his political career. I have heard Mr Carney speak on two occasions at the World Economic Forum at Davos and can report that the audience of bankers and fund managers were suitably impressed. Here is a man who, unlike Sir Mervyn King, does not believe that banking is all a little bit below the salt.
He is no pushover, however the City will be relieved that he is no Sir Mervyn either.
But, as has been pointed out, Mr Carney is also not the Messiah. However good he is as Governor, the Bank still requires a thorough overhaul of its practices, its sometimes stultifying culture and a governance regime more suited to the 19th century and chaps in toppers than a modern central bank.
If he needs a crib sheet on some of the problems he faces, Mr Carney could do worse than read a report by Policy Exchange released this weekend and authored by James Barty .
It calls for an overhaul of the Bank's structures , greater integration of the Bank's various policy committees and stronger levels of external influence. That way, the Bank may not miss the next financial crisis in the way it appeared to completely misunderstand the last one.