Why did Rogers choose to call its new online listening app "Seekr?" (No "e" before the r.) 

I don't get it. It means that every single time they choose to mention this thing on air, they have to spell it out so people don't look for "Seeker," which is how it's really spelt. 

I know some people use short forms for everything online and it's supposed to be cool, but that extra verbiage every single time they advertise this thing just adds to the confusion and wastes airtime. And they set themselves up for it by choosing that stupid name. 

Sometimes you can be too clever by half. Or not clever at all.