It's not clever at all. Genuino sounds like a cheap knock off, like countless other *duinos: http://en.wikipedia.org/wiki/List_of_Arduino_boards_and_comp...

arduino.cc has stated that they're not fans of spawn-offs with that suffix:

>Note that while we don't attempt to restrict uses of the "duino" suffix, its use causes the Italians on the team to cringe (apparently it sounds terrible); you might want to avoid it. (It's also trademarked by a Hungarian company.)

Source: http://www.arduino.cc/en/Main/FAQ