I asked TAS's president and CEO, Mazyar Mortazavi, about this on Monday, and he said its pronounced as normal (i.e. like the G.I. Joe character). This is probably why they have all their promotions spelling it in all caps ("DUKE") such as to not cause confusion.

I've got a few pieces that I scrapped from the article due to length and relevancy. But to your question, there is no clear time frame for this development yet. This is going to be a complex development from a bureaucratic perspective, so it's really hard to pin down any firm details. A few...