(ultimate) frisbee - why so ultimate?

so I came across this article that apparently ran in the Tufts University news paper trying to denigrate ultimate as not being a real sport. most of the arguments are pretty much crap (ad hominem and the like), but it worries me that this is not a lone voice in the wilderness. perhaps I'm currently over-sensitive to anti-frisbee sentiments since UCI's club recently got suspended (the details of which I won't go into here). however, while we were still practicing on the school's official recreational fields we got a lot of flack, and I'm not sure why. it's entirely possible that this negative attitude towards frisbee is quite pervasive, although to my way of thinking entirely unfounded. of the people I've met personally, none have had this kind of disgust for ultimate and usually are interested in trying it. others have similar experience?

although the article's scathing rebuke is rather unwarranted, it does bring up one interesting question. why is it called "ultimate" frisbee? I mean, really, it's a ton of fun, but I don't think it's any more "ultimate" than any other sport out there. it's entirely possible that the moniker was designed to differentiate ultimate from other flying disc games, such as frisbee golf (also called "frolf"), the discus event in track, or freestyle frisbee. but why ultimate? especially when the game as, as noted in the article, as reputation based somewhat on history of being played by hippies?

anyone who knows why it's "ultimate," I'd love to find out.