About vague etymologies: orientation, I mean why not 'occidentation'?
1839, originally "arrangement of a building, etc., to face east or any other specified direction," noun of action from orient (v.). Sense of "the action of determining one's bearings" is from 1868.
I know how you feel, but it is a word in UK English. And, we all know how I feel about a certain synonym of schadenfreude. I never really cared much for orientate until the peevers started spinning in the dust. Now, I sort of like it. Orientize would be a shorter synonym. Wouldn't you really rather be a dervish than a dust devil?
The famous grouse produces a lot of fracka-macka. Umbrage, my word of the weekend, thank you very much, Jackie. I take it Umbrage is the brother of Umbrella?