In the Doctor Who series 8 episode Dark Water, the 3W corporation is ostensibly doing research into the afterlife. The scientist explains to them that 3W is a representation of three words that were heard in white noise. I figure that it is analogous to the real world 3M Company, which is short for Minnesota Mining & Manufacturing.
The scientist says that hearing those three words may change your life to hear them, really playing them up. But the first thing we hear is a man's voice yelling that they are cremating him, and none of those words start with the letter W.
Did I miss something? What are the three W words represented by 3W?