DXGI_FORMAT_B8G8R8X8_UNORM RGBA order.

I use DXGI_FORMAT_B8G8R8X8_UNORM as the format of a D3D11_TEXTURE2D_DESC. How does it come that a uint32_t of 0x000000FF corresponds to blue instead of black (0xFF000000)? Is this due to endianness and if so why such an ambiguous name (since the majority of computer architectures uses little endian)?