[tlhIngan Hol] Short question about *paq'raD* 19, 12

In the *paq'raD* (19, 12) we can read: *jIHvaD quv yIjatlhQo'* ("Don't speak to me of honor!") Since *quv* is not a thing that can be spoken (like a language, a speech or a word), I would have expected *rIch* to be used instead. Also an interpretation as direct quotation ("Don't say to me 'honor'!") should read *quv jIHvaD yIjatlhQo'* or *jIHvaD yIjatlhQo' quv*, right? Am I missing something? Thank you!