Square Enix CEO Yoichi Wada wants Japanese gamers to be more open to Western games. In a Japanese TV interview (excerpted and translated by Kotaku), Wada said, "Even now, there have been people in Japan using the label youge- (literally 'Western games') with a terribly discriminatory meaning." While the concern about Western games may seem uncharacteristic for the head of a Japanese publisher, this is the Japanese publisher who just purchased Eidos, and who is currently marketing Call of Duty: Modern Warfare 2 in Japan.
"I'd like them to try it once," Wada said about Modern Warfare 2. "If they play it once, they'd realize how incorrect that label is." Just like the subtitles.