That doesn't matter when you are selling to people that watch 'Here comes Honey Boo Boo' does it? I can hear the Samsung executives asking the same thing and their marketing guys having to spend the time to explain that in America, words like SQUATCH are A-OK. I lol'd a little out loud when I read your post though.
They put it in the middle because they thought it would be less noticeable there right? Imagine the uncomfortable brainstorming session they had after deciding on the ATIV name line and then being able to produce only 3 catchy - ...-ATIV words. Is imagine-Ativ in there?