That's a brave and thoroughgoing attempt to, among other things, attract non-nerds to computer science.
That's Berkeley. Abelson and Sussman once got MIT to trademark "Nerd Pride".[1] MIT still keeps the trademark active. Here's a Nerd Pride button.[2]
[1] https://books.google.com/books?id=LJq0JhoElk8C&lpg=PA78&ots=... [2] http://www.computerhistory.org/collections/catalog/E1312
[2] http://www.computerhistory.org/collections/catalog/E1312