It's a pun from Hitchickers Guide to the Galaxy: "the planet of NowWhat had been named after the opening words of the first settlers to arrive there after struggling across light-years of space to reach the furthest unexplored outreaches of the Galaxy. The main town was called OhWell."

https://en.wikipedia.org/wiki/Places_in_The_Hitchhiker%27s_Guide_to_the_Galaxy#NowWhat

 qurgh