Set Assignees = Assign To?

I'm confused by the somewhat unconventional wording "Set Assignees". (Right-click an item in the list). A more natural way to express this is "Assign To..."

And because this requires mental acrobatics (Let's see, Assignor/Assignee, which one is which?), some people may pause every time they see this feature. I'd just keep the UI and language simple and avoid difficult words unless absolutely necessary. If there is doubt, I would run a usability test and ask 10 users to do this operation and see if they get it.