Obviously it’s the English pronounciation that is difficult for them. See also how Japanese try to avoid saying “reflex” in relation to cameras: An SLR is an 一眼レフ Single Lens Ref and Nikon’s camera with a reFlex mirror is the Nikon “F”. Mirrorless seems to have fared better, but I have seen shops selling them as 一眼カメラ, Single Lens Cameras.
