That's actually a question from one of their reps. In our TMSRX profile, I refer to them as "Price." They think of, and hence refer to, themselves as "T. Rowe" or "T. Rowe Price." They admit to seeing "Price" used occasionally in the financial media, but were wondering how investors thought of the firm.
A funny side note: we publish in WordPress and if the WordPress software sees the freestanding letter "T" as the first character in a paragraph, it interprets that as a command to create a bulleted list out of the rest of the article. On whole, Chip would rather prefer that I not do that.
Curious, as ever,