I do call the character on a board the 4 letter word rather than the homophone of the cartoon character, probably because I used to program in C/C++ where it comes up a lot (hardly ever in C# which is what I now program in). It means "contents of a memory address" in C/C++. In C# it just means "multiply" though (also means that in C/C++ of course, but the "contents of" is used a lot more).
When you get to the point of having to say "contents of the contents of the contents of a memory address" you can see why the 4 letter version is more common ;)