Yes, intentionally misspelled. Phonetics.
Phonetics and mashup are all the rage in Silicon Valley web 2.0 start-up naming conventions right now. When it was Digg, FaceBook and Skype, this was different. It was cool, fresh and neat. You could not help but ask yourself, what’s that?!?
Now, it’s not cute anymore (‘sup Pownce and Jaiku!). Instead it signals, “Oh, another 2 dot-bomb.” OK, maybe we’re not there yet, but you get the point.
Branding gurus are charging clients tens, hundreds of thousands for not-so-cheeky plays on phonetics or slamming two words together. Read TechCrunch, and you’ll find posts littered with examples:
Out of the three of these, there’s only one I like: TasteBook. Why? Because it tells you or at least gives you an idea of what it does. TasteBook allows 
users to create and order custom hardback cookbooks (“tastebooks”). BTW, that’s what a company name is supposed to do. Tell potential buyers, partners and investors what kind of business it is.
One must wonder how much longer this latest naming fad will continue. And if you don’t think it’s a fad, how many eGoofy cos and .bombs can you name in five seconds? Pets.com, eHarmony, eLuminant, etc., etc.
P.S. As a result of this rant and as a tribute to Doug Haslam, I’ve decided to rename my PR firm Shazaaamr.