The term 'IT'S NOBLE' is a reference to two noble gases, NEON and XENON. NEON is a chemical element with the symbol Ne and atomic number 10, while XENON is a chemical element with the symbol Xe and atomic number 54. Both elements are colorless, odorless, and monatomic gases under standard conditions. They are both found in the Earth's atmosphere in trace amounts. NEON and XENON are both used in lighting applications, such as NEON signs and XENON flash lamps.