There are all sorts of 'non-standard' pronunciations in the cycling world; Giant is pronounced 'gee-ANT', Dura-Ace is pronounced "dur-ah-CHEE', and Ciocc....well, lets just see how many can get that one correct! For a while, I was trying to get people in my local club to start pronouncing Cannondale 'cahn-on-DAHL-ay", but it just didn't catch on....