What the @!¢%*# is GURPS?

Though I was a fan of Ogre and Car Wars, both designed by the American Steve Jackson (not the British one), I didn't pay close attention to the other games his company was publishing. Consequently, when GURPS arrived on the scene in 1986, I largely paid it no heed, aside from the very peculiar advertisements I remember seeing in the pages of Dragon and elsewhere, like this one.

What's most immediately striking to me about this ad – aside from the painful lack of a question mark – is that nowhere does it explain what GURPS actually stands for. That's probably intentional, since the oddity of the game's title is memorable and might serve to pique interest in it. By the time I first played GURPS in the early '90s, it was already common knowledge that this was the Generic Universal Role Playing System, so it never really bothered me. But to a contemporary reader of Dragon? I wonder what he'd have thought.