Being trendily weird can send signals that weaken trust. I have come up with plenty of unconventional spellings in naming work, for a number of real reasons. Sometimes you need the domain. Sometimes the common word feels too generic. Sometimes the team wants to look fresh, modern and distinctive. And sometimes it really works. Lyft is an obvious example. You can add Krispy Kreme and Kool Aid to the list. But the data says those are exceptions, not proof. Across eight experiments, researchers...