For what it's worth, I've been a paid subscriber for a few months and never really thought of this. I actually like the name, since it is such a short TLD. Not saying you're wrong though. I'm not sure how I'd pronounce it in conversation, and that might be a drawback to future growth.
I can't recall where I came across it before, but I do remember the name being discussed and some principal / authority saying "sir hat" was the intended pronunciation.
