Design, Coffee, and Code: How We're Building a Company Half a World Away. (blog.cuphon.com)

Well, it is memorable.

It is very difficult to get repeating 2-digit short codes anymore. There aren't many left, especially at 5-digits long (instead of the other option, 6 digits). It'll be a huge asset to Cuphon to have that short code.

They even use a "deals in your pants" line on the homepage.