Indeed. I remember it because when Ramsey Snow tortured Theon he played that guessing game and asked "Where are we?". Theon answered Bay of Seals or something like that. Ramsey answered "Do i look like a fucking Umber to you?". From the way he said it, it sounded like Umber's has peculiar traits. So when Bran sent Rickon to the Umber's it stuck in my mind.