While I do not feel that the term "Geek" is derogatory, I refer to myself as a geek and I associate with the geek culture. I feel that Best Buy's usage of the term in their tech help group is derogatory. Let me explain.

Until recently the three terms geek, nerd, and dork were synonymous. After the ubiquity of computers, the internet, electronics, smartphones, and the like did it become a wanted tag. The counter-culture of geekdom developed.

Nowadays a geek refers to someone who is a technology enthusiast, but also has social skills. A nerd refers to someone who is primarily concerned with academic achievement or is interested in extremely niche subjects and is somewhat lacking in social skills. And a dork refers to someone who thinks they have social skills but don't.

However the way that Best Buy presents the geek squad, in a white shirt and black tie and having them driving around in Volkswagen beetles, it seems that they should be calling them the Nerd Squad. Not only that but a few of my friends that are geeks have asked the in-store geek squad some questions about a particular product and were answered with: "You'll need to bring in your computer," or "I don't know". Questions that could have easily been answered by a true geek (and if not they could have searched google for some information). In that case Best Buy is setting these individuals up to be thought of as the Dork Squad.

In order to alleviate these concerns I feel they should re-brand themselves as the Technology Squad or tech squad, or just Best Buy Squad. Or they can keep the geek squad name, but try to change their image; have them wear jeans and shirts, no ties, buy different vehicles once the old ones break down. And finally give them some training, make them knowledgeable about the subjects they are talking about and have them be able to answer questions and look stuff up on the internet and give the customer more credit. Make them wear that Geek tag with pride.

In case you disagree with my statements of geeks being cool I'll point you to thinkgeek (they have cool stuff there).