Ruscha got the style of a still-born child, he's ill.

"Good art should elicit a response of 'Huh? Wow!'

as opposed to 'Wow! Huh?'"

edruscha.com

For extra nerd/obnoxiousness points, I'd like to add that it's pronounced Roo-shay.
Ugh.
Please stop or contain me, somebody.