When I had decided I do not want to work for a boss, I had to come up with a name for my 'company' (in the Netherlands I'm what they call a zzp-er, short for independent without staff). At that time I just finished reading Stranger in a Strange Land by Robert Heinlein. The novel is like Jungle Book in space: A mission to Mars fails and the only one actually arriving on Mars is a baby. During a second mission 20 years later this baby is found. Of course he (it's a guy) is raised by Martians, and big companies want to use him in order to colonize Mars. A few noble scientist try to protect him, and while doing so learn a thing or two about Mars and the Martians. One of these things is the Martian language. And one of the words they learn is "Grok", meaning both 'water' and 'understanding something so deeply it becomes part of your body'.
So there you have it. Lame? Perhaps. Phonetically ugly? Yup. Nerdy? For sure. But of course I like it for all of those reasons!