Here is my video on The Correct Pronounciation of Mac OS X
http://www.youtube.com/watch?v=NU43md18D9o
AHh it is my pet peeve with mac users!

Say it right people, TEN TEN TEN!!!!
Somewhere out there... there's someone freaking out because you're trying to correct people on how to pronounce something, and you've spelled "pronunciation" incorrectly, which is a much more common and glaring mistake than saying OS "Ex".
Back when System 7 was a huge, with its awesome "System 7 sounds" and startup folders, I remember when the OS numbers felt more of a big deal. IBM went from OS/2 to OS Warp, and then proceeded to fizzle out. When Mac OS 9 came out, followed by Mac OS X... the switch to "X" seemed odd but graphically appealling. As more and more started happening with OS X's extensibility and multi-processor support (now running on PowerPC, Intel and ARM), I began looking at the "X" in "OS X" as something of an "X-factor"... kind of like... oh, I don't know... "Chemical X" or "Racer X" of pop-culture cartoon fame. I keep imagining OS X running in a variety of consumer products in the future, and no matter what version number it ACTUALLY has, that it will now simply be "OS X" (whether Cheetah, Puma, Jaguar, Panther, Tiger, Leopard, or Lion), just like Windows (having is ME,XP, or Vista).
At some point, many many years from now, I imagine we'll encounter OS XI. Apple will be forced to consider using "11" looking like "2", "ll", "][" or "11"... and "XI" looking illegible to the average joe who still sees "X" as "Ex". I'll be laughing at the inevitable Spinal Tap-inspired campaign though.
"Apple has decided to turn the dial to 11. Take your OS to the next level." 
No one will remember the reference by then though...
~ CB