Look, if Ars is played significantly in multi-lingual countries where etymological associations are more easily understood, than maybe nothing should be changed. Atlas doesn't share their sales data, so I have no idea about the larger international market. (I think the game sells reasonably well in Britain, and has a French translation.)
Where I live, people learn French in school most often, and it's taught terribly. The situation is so bad for french teachers that people are teaching it without even knowing the language, thus exacerbating the situation. (According to the news.)
The bigger problem is that all of our opinions here are subjective. Family background, town you grew up in, place of education, level of education, gender, race, culture, region, state/province/prefecture, and country, type of media consumed, friend circle etc shape how words are perceived. "Thug" to me means someone who beats up another person, but it sure has a much stronger (negative) racial connotation in parts of the US and Canada.
I don't know how to set up a focus group to understand RPG players (not the public opinion) perception of latin based words. Such an activity would require a solid market research department that is simply out of the scope of every RPG developer today, unfortunately.
My main point, is that the names of houses, the genre niches they fill, should be reviewed. I suspect there is some peer reviewed psychology, marketing, or linguistic research about associations various audiences have about certain words. International appeal is important, and should likely be considered.