Lego

Lego recently called a die a dice. On national, probably international, tv in an advert. I wrote and they replied, very quickly and politely, that it was because the inaccuracy was "widespread". I have written back asking them to ponder the thought that their use will compound this inaccuracy.
Like "from whence" in, amongst other broadcasts, Lord of the Rings.
I believe that organisations capable of reaching, and therefore influencing, many people have a responsibility to get their use of language right. Bowing to "widespread" accepted inaccuracy is merely a weak cop out.
I think that if Lego used the correct word die in their ad it would actually attract attention to their product. 
Am waiting for reply.