This is not a tokenization artefact. And furthermore it's a problem for human brains as well.
Let's say you get a name, idk, Tom Cruise. You immediately know what his face looks like. Now let's say you get a random face. How quickly would you be able to tell me what that person is named? Likely a lot of "uhhs" and "ermms" will follow. It's super hard for us to generalize this reversal automatically in lots of cases. Associations tend to be one directional.
Here's the intro to the paper that brought this to light: https://www.lesswrong.com/posts/SCqDipWAhZ49JNdmL/paper-llms...
In-context reasoning tends to work a lot more reliably for these examples, if you put any of the test statements into it directly before asking the question, practically any llm can answer correctly. That's why very small models are still useful for RAG use cases.