(sorry, above incomplete)
If sporTAAJH, it sounds French, which makes sense, because the word looks French, and seems to refer to something sporty. I prefer sporTAAJH, but who is the authority?
How about Toyota Prius? Long or short i? For that matter, long or short u? And Prius V. Is that V pronounced like the letter V, or does it stand for Roman numeral five, and so is pronounced “five”?
Names that are awkward in the reading or saying cast a negative aspect on the product, especially if they inspire an in-group and out-group situation.
I read that Apple wants their soon-to-be-released Iphone X to be called Iphone ten.