I think he's saying his name used to be based on the town he was in, but now he's moved and changed the name to something else. There isn't an "Effing, HI"
It's hard for me to throw stones, since the name of my business is also similar to what people often call their computers. But "Effing PC" takes that idea one step closer to a profanity less appropriate for business. Of course that's only my opinion and I'm not looking to start a debate about whether the "F" word is (or should be) a socially acceptable pejorative. But I do know it isn't the norm for a professional business.
Your potential customers will face a decision between "Effing Computer" and perhaps "Kapolei Computer & Laptop Repair". I'm sure a certain kind of person will be attracted to the "Effing" while others will be turned off by it. The question is, will more people be offended than attracted.
Yes, it's a memorable name due to shock value. But it also creates a barrier that has to be overcome. No one is going to NOT call you because your name doesn't hint at profanity. But a lot of people might not call if it does.
As my Dad used to say, "You roll the dice and take your chances".
