Prii? Really?

On January 10 Toyota launched an online poll to solve what Automotive News calls "one of the most vexing questions in the automotive lexicon"… what the plural form of Prius should be. "Prii" won.

Wait, did I read that right? Did they say "One of the most VEXING questions"? Pu-leese.
Colin Morisako, advertising manager for Toyota says "Community has always been a big part of the Prius brand, so it was only fitting that we invite the online communities to participate in the plural discussion…The people have spoken — Prii will be the accepted term used to describe multiple Prius vehicles going forward."
Many of the Prius owners I have spoken with are too pompous to hold a reasonable conversation about anything but their beloved Prius or thier misguided "I'm saving the world" point of view. Now I'm going to have to endure them pretentiously enunciating "Pre-eye" over and over again?
Thanks a bunch Toyota.