HOUSTON -

Texas-based Pizza Patron has been dishing out hot pies since 1986, catering primarily to the Hispanic market.

"Esta bien. Buena. Mucho bueno," Luis Gomez said.

The popular pizza chain just launched a new pie that's generating a lot of heat, but the buzz has nothing to do with the ingredients. The pie is named after a Mexican slang word. It's so controversial; we can't even include it in our story.

"Jalapeno on top? That's (bleep)! That sounds great!" Gomez said.

That name means different things to different people.

"That's a bad word, isn't it?" Ashlie Thomas asked.

Some loyal customers say the word is terribly offensive.

"That's not respectful for people who don't speak bad words," Antonio Sepulveda said.

Others choose to look at it from a different perspective.

"Not offensive at all. It's familiar to Latino society. That's how I look at. (Bleep) on pizza, it means it tastes good," Gomez said.

Spanish language radio stations in some Texas cities are airing the ad but listeners won't hear the pizza's name. Like television stations, radio stations are also governed by the FCC.

"We certainly get fined if we err on the wrong side of that judgment. It's hard to know what is and isn't acceptable, at least in the FCC's eyes," said a spokesman from La Zeta radio station in Austin.

"Me personally? Meh. Whatever. But it would be better if they could come up with something different." Thomas said.

"I think it's awesome. I think it would boost sales of their pizza," said a local customer.