You know "itasha", right? It means "painmobile" and refers to cars covered in nerdy stickers.
These days, everything that has been covered with nerdy imagery—from Shinto plaques to bicycles—seems to get the "ita" label in Japan. Heck, there are even "itachoco" this Valentine's Day. I guess a literal translation would be "painful chocolate".
Check out this itachoco gallery, collected by sister site Kotaku Japan from various Japanese Twitter users. Delicious!
2次元好きへの勝負チョコ！ バレンタインデーに「痛チョコ」を作ってみた [Kotaku Japan]