I think WoW is probably responsible for making people think a wordplay equivalent of Micro$oft is supposed to be clever, though it's hardly unique to even gaming. If the Heat lost a game, it'd usually have something to do with 'extinguished' or 'flamed out' and so on. You can almost predict what the pun is going to be depending on the nature of the entities involved, and at that point it's no longer clever and you might as well just have "Heat loses" or "Titan (Hard Mode)".