On Tue, 30 Jun 2009, Bob Bradlee wrote:
Deliberate mis-spellings are often used to try to get
around trademark
restrictions, only to fail the likeliness of confusion test and end up
dealing with angry lawyers.
. . . also to get around truth in advertising laws.
"Froot Loops" don't have to be made of fruit.
"Cheez" doesn't have to be made of cheese
A related topic is Mondegreens - the substitution of homonyms.