Perhaps that they feel a need to actively hide their french origins is a hint at being seen as an active downside to work with - or perhaps it is just a result of the style being set by the existing "leaders" akin to the name zeitgeist from multiword to acronym companies (IBM/Standard Oil) to single word as fashionable (Amazon, Apple, Google).

Personally I am of the philosophy that if they have to appeal to nationalism they suck as they lack any other qualifications or other features to cite first.