http://books.google.com/books?hl=en&lr=&id=9I7ExPk-920C&oi=f...
The key to the Unix joke name genre is that the jokes are encoded laconically into the name and only the name (e.g. "less") and then have the good taste to immediately expire. They don't get old because they don't overstay their welcome.
Edit: I reworded this to be less judgmental.
I'm confused. Is the bro thing showing up in this command apart from in the name?
Just because it starts with the same three letters doesn't mean anything. As already stated in many other comments, "bro" is also, and more commonly, used as a substitute for other colloquial words such as "man", "dude", "guys", and is frequently gender neutral.
These niggling complaints of offense where none was intended is indeed getting old. The author's intent is what actually matters, not how someone else interprets it. A reader gets to choose whether to be offended by a word or not, he doesn't get to choose the author's intent.