It's Spelled S-Y-S-C-O
The subtext is that if Cisco doesn't teach customers how best to use routers, the indirect benefits -- and the need for even more routers -- won't materialize. (This is also why Cisco wants sports stadiums to become living commercials for its technology.)
It's amusing, then, to see Sysco Corp. doing something similar, as BusinessWeek reports.
I point this out only because it's nice to finally find a link between the two companies. Many, many Silicon Valley residents used to mistake Cisco for Sysco in conversation, even seven or eight years ago. They would get less excited when I told them I meant "Cisco."
— Craig Matsumoto, West Coast Editor, Light Reading