The name is terrible. It has no resonance. Why would I pick this book up at Barnes & Noble or Border's (assuming I walked into a brick-and-mortar store out of boredom while in the City or something)?

No, I'll tell you what book titles grabbed my attention when I went into stores with no intention of buying anything:

Opium: A Journey Through Time
The Great War for Civilisation
The Jesus Mysteries
The Golden Ratio

If the people who gave BASS its title had their way, these books would be called:

History of Papaver somniferum
Compiled News Articles on Recent Topics of Regional Interest in Middle East Cultural Region
Thesis regarding Early Christianity
Mathematical Applications and Harmony