CLONE -CLONE -Renaming 'Priority' to 'Severity'

I know this has been though the system several times, but its causes quite a bit of confusion.

Every other tool on the planet uses "Severity" where JIRA uses "Priority".
This is causing confusion between us and our customers as well as project planning (we can't actually add a "Priority" field now without adding more confusion.

Its pretty obvious that the word priority is well entrenched in the Jira code and database, but I think that something should be done about it sooner rather than later.

I am about to go and try renaming it by hacking JIRA as I've seen a few suggestions for, however I should have to.