Transmedia - Seems to be the Hardest Word

In all honesty, the word in straight up linguistics means to transcend media. What the hell is wrong with that? Well whether anyone will admit it, because it's not PC, I think the biggest reason people are so noncommittal to the word--has to do with that ti sounds so much like the transsexual, the transgender and that makes them uncomfortable. NOW, nobody will admit that but it's true. I run a huge group in LA called Tranemdia LA. I make Transmedia, I work at Ignition which created the Prometheus campaign and I worked at Fourth Wall studios. I'm not really one to back down from much and I've always been a firm believer to stand behind my opinion, so I'm going to back the word Transmedia, until something else can better describe what we're trying to do.