My thoughts too... BRO is more memorable than XBR, and obviously a more suitable symbol for marketing purposes.
Everyone here is probably fond of the "BRO" ticker by now. But it's a loaded word. "Bro" has some overtones in the US.
http://www.buzzfeed.com/jpmoore/the-naacp-believes-you-mad-bro-is-racial-intimiThe marketing catchiness will at least be partially negated by cultural and racial sensitivities.