What's in a name?

In Welsh "f" is pronounced as "v".  So the Welsh village of Y Farteg is pronounced Uh-Varteg, but the villagers have decided by a large margin not to use the Welsh spelling but to retain the Anglicised version of Varteg - and you can perhaps see why.  Mind you, I remember when I was younger we used to go blackberry picking at a place down Evesham way called Wyre Piddle, and I don't recall the locals having any problem with that.