What do you think when you hear this?

If a product was named "Horizx" what would it be? If it was a company, what would it make, or what service would it provide? If it was a club or restaurant or hotel what would it look like? What kind of people hang out at their local "Horixz"? What does the word look and sound like? Ugly, graceful, etc. Anything that pops into your mind when you see the word "Horizx" would be helpful. Thanks.
Just so you know, I'm not actually naming anything "Horizx," this is for a marketing class.

It sounds like a weird medication.... Horizon would sound like a club or restaurant... Horizx is weird and not catchy in my opinion