They do attempt to counterbalance that by counterchanging the order of things; everyone will have a slight preference for the association they've just learned (the first one they are presented); they account for this to a certain extent.

It's an interesting, and reasonably-well documented result, that you can get cognitive dissonance (and therefore slightly slower reaction times) from grouping things you find dissimilar. Stroop tests -- like "read the *colors* of this text: " -- are an extreme example of this. Extrapolating "you find it hard to associate Rich and Black" from this is a bit more dodgy, however.

I need a brain icon.