What the hell is an ATIV?
Maybe it'll grow on me, but as it stands this is a brutal name for a product line. How do we even pronounce it? Is it like the middle four letters in the word 'native?' Or is it more like 'Ah-teev?' I don't know.
However it's pronounced, I can't get it to roll off the tongue very easily - I'm no linguist, but it seems that another hard consonant would be in order, especially for a word that starts with a vowel. Hopefully the products themselves hold up, 'cause I don't see the brand alone carrying them.