And I think we have to reward this kind of behaviour.
Here in our office we are constantly debating the ass vs arse conundrum. We have a system that actually changes 'ass' to 'arse' automatically on US stories posted on the Australian site. That's right, we are fully dedicated to 'arse'.
Me, personally? I think there's a time and a place for 'ass'. Specifically, I prefer the term 'kick-ass' to 'kick-arse' or 'bad-ass' to 'bad-arse'. Adding the 'r' in this case is forcing things a little too much in my opinion.
So yeah, the arse conundrum is a difficult one. But given that Borderlands: The Pre-Sequel was made in Australia, I think it's sort of cool that they've grabbed the arse by the balls and just ran with it.