I know you later rectify about that one being in the SW, but in any case le midi (noon) happens to be the time when the Sun is in the South, if you’re in the Northern hemisphere. The origin of the term is not heat but astronomy.
Interesting! This reminds me of Breezewood in southern Pennsylvania. It’s a major hub for connecting roads that lead to Washington DC and Baltimore. Mostly just a collection of gas/convenience stores, hotels and restaurants. Absurdly prominent fits this place.
Lots of places in the Third World do not name or number roads. Major highways in Sudan for example are numbered (even if they are not paved in some cases), but lots are not labeled at all and sometimes major forks in the roads have no signs at all.