Roker or Rocker?

Borrowing a line from an old Drew Carey stand-up special -- in which Carey refers to drive-thru liquor stores as "almost a good idea" -- I present to you the excellent new cell phone with the ambiguous brand name: The Motorola ROKR. The first time I saw this, even with the understanding that it's an iTunes-compatible phone, I sounded out the product name as "Roker."

For someone who claims to be a music fanatic, I am perplexed that my first instinct involved a cheerful weatherman who's had memorable interactions with Seinfeld's Elaine and Triumph the Insult Comic Dog.

I'm assuming features for his phone would include frequent weather updates, ringtones that sound like the NBC xylophone and, of course, ads for his mugs, books and bibs.