It may help MS in the UK if, in their adverts, they were to pronounce "azure" properly. The "az" is a soft sound, like "as" not a hard sound like "adze" or "adge". Every time I hear a MS advert mention it it sounds more like a tourettes tick than a brand name - it actually took me a few views before I realised what they were trying to say!
It's AZURE not ADJ-A or ADJ-UR. Got it? Good.
But I still don't want a bar of it.