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I really dislike it, unfortunately. It makes me think of Fava beans, but god knows why cos we don't even call them fava beans here, and so it's a very 'beany' name to me. It has a beany image in my mind. Again, not even fava/broad beans themselves, but, like, tinned baked beans for some reason, the Heinz variety. I guess that fits with the 'bean' association my mind sticks with it.

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Not the most elegant of associations.

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I also think it looks and sounds unpleasant. I've heard the decidedly icky Flay-vee-ah, which has the nasty 'flay' connotation, more than Flah-vee-ah but I don't like either.