I'm Indian and I had the exact same reaction. It's like naming your company Dukka. Or maybe it's more like the Sanskrit Maya, which I suppose is not a completely negative term (but can be in certain Indian philosophical-theological discourses).

EDIT: My mother just pointed out to me that Samsara can also mean "talk", which is exactly what it means in my native language, malayalam. I've just never seen it spelt out that way. If that's the meaning they're going for, it's actually quite apt!