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Pronounced "sib-too-yah" it is the response when offered something of no value as an 'incentive'. An acronym standing for "Shove Your Brian Toy Up Your Arse", it came about as the result of a series of adverts on British television by different companies offering toys to people who would take out home or car insurance with them. These so-called incentives featured meerkats, a bulldog and finally after a series of particularly annoying adverts a toy robot called Brian. The company behind the adverts offered a free 'Brian Toy' to anyone who took out car insurance , home insurance with their organisation. It demonstrates the contempt that marketing executives feel for the buying public if they imagine that this ridiculous ‘incentive’ is going to get everyone falling over themselves to do business with their company. Needless to say the 'Brian toy' was not the success that the company supposed, with the reaction of most people being "shove your Brian toy up your arse" which quickly became abbreviated to SYBTUYA. Very quickly, its use expanded to be the preferred response to anything worthless offered as an inducement or incentive.

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