I don't think they bite when you say Franchise anymore. Even their forum logo says Franchise and Proud.
Franchise scum might get a bite.
Ah...taking the insult/term and claiming it as your own. Clever.
It's still not great though, is it? Being 'proud' of Franchise is a bit like being proud of your personal hygiene problem or being proud of piles. I think the Frannies are bluffing; a futile attempt to hide their deep, deep shame.