"Niche" ? Americans are notorious to pronounce all alien words as if they were English and set that as a standard. Like the car maker Porsche. The famous German founder had the name Porsche. Still many think it is Porsch ( Porsh ) since in English pronounciation the final "e" is silent. And the assumption is that Porsh is correct. It is a bit as if Germans would say General Motors is a military mobile unit since it goes by the name of a general. LOL.