I think the interesting thing here is a mix of what Rcourt and Rhetorical are both saying.
Lets say I am the owner of a company that has a warehouse and I am surfing porn on the net
I put in Big Ass as a search term. And that is one of the results I get...
Being a short attention span type of guy I think 'That looks interesting' and I end up buying a few for my warehouse and some of their 'big ass gear' cuz I wanna look cool.
effective use of a term that might not be connected with lowering your heating and cooling costs
spaz