I get your point. There seems to be a disconnect with field labels.
The first image below shows that I selected to show both Primary Associated User and Primary User fields.
The search view uses the field label "Primary Associated User" seems to be the same value as the field label "Primary User" on the General Info tab of the asset - shown in the 2nd image below. Shondra Holmes.
The search view uses the field label "Primary User" for, what seems like, the Users page where one can add an "Associated User." This field seems to be using AD_Login name - sholmes.
Personally, I just want to make sure that all fields and labels match no matter what view you're on.