Well you're obviously forgetting where Microsoft was founded.  If a englishman started Microsoft, I wouldn't be complaining that it was called adCentre... 

I think it's not a big issue. Personally I like spelling center than centre :)

Ignorant? Insular? Alien?

 Oh come on.

Yes, 'ignorant' - comes across as either not being able to spell or doesn't know/care that the rest of the world spells it differently;
'Insular' - gives the appearance of having forgotten there's a world outside the USA (a common gaffe among American companies);
'Alien' - they make themselves seem foreign - reminding their customers that MS is distant from us and hence of a different culture.  Not good for business.

No, not everybody is sensitive to this type of thing, but many are.  We know Microsoft is foreign - best not rub our noses in it.  We've already got Vista only available in American 'English'. 

Seems a bit of a branding blunder.

As someone 'English' the 'center' doesn't bother me.  Yes, I know that us Brits can sometimes have a chip on our shoulder that the US seems to rule the world but this is a small issue imho. 

My view would be that as long as MS always take into consideration other countries needs within the technical workings of the system itself then that's what matters the most.  For example, if a localisation feature was enabled and it was restricted to the US, then that wouldn't seem fair to those of us in the UK or elsewhere.

That's my tuppence (sorry, English phrase) worth ;-)

Andy

It's not particularly ignorant of Microsoft.  It's typical of American culture. Most americans think of USA as 90% of the world and don't realise that it's about 5%.

"Center" "Centre" - Let's call the whole thing off!?

Seriously though it's great to have some international participants on the new site. I myself am based in our London office and we do do our best to globalise our content so it's relevant to all advertisers wherever they come from. I think we do a pretty good job and will continue to work on it.

Cheers

Mel

In reading your post I did some research on the spelling of the word center/re. To be honest prior to your post I had never really given much thought to the spelling of the word as it appears in “MS adCenter”.

In doing so I found this article that not only explains the reason for the two spellings, it also states which one is more commonly used amongst all countries.

I can only speak for myself being "French Canadian" I have always spelled it "center".

You may find the article below as interesting as I did, and in reading it you may change your view/opion on how the spelling of this word makes MS appear to other countries.

According to this article and many others I have read "center" is the more commonly used spelling. 

Thank you,

Elle

 http://en.wikipedia.org/wiki/American_and_British_English_spelling_differences

Could the "Center" in adCenter be a Verb?