Hella- as the SI prefix for 10^27 is a moment that began as a Facebook group (The Official Petition to Establish "Hella-" as the SI Prefix for 10^27) and has since become a blog charting the progress of said movement.(http://www.makehellaofficial.blogspot.com)
The prefix is a tribute to Northern California, an area rich in scientific discovery both in space and below sea level. It would honor California's tradition of education and discovery for the official prefix to be recognized as hella-.