Windows Phone Thoughts: i-mate to Sell HTC Universal as... JASJAR?

Expansys is listing (for preorder, and heavily marked up as are all their preorders) the HTC Universal under the i-mate brand, which is an unofficial confirmation that they will indeed be selling the Universal. This is great for countries where the carriers won't be selling the unit for some time. However, the naming is kind of curious.



What exactly is JASJAR, and how do you pronounce it? (Admittedly, i-mate's branding of the HTC Magician -- the i-mate JAM -- didn't have much meaning, but at least it was catchy.) My officemates immediately seized on the similarity to Jar Jar. 8O That's not exactly what I want to think about every time I pull this unit out of a pocket...