Isn't the deliberate misspelling of words in trade names used to create names eligible for trademark protection? I find them horrible cringeworthy, too. Names

Isn't the deliberate misspelling of words in trade names used to create names eligible for trademark protection? I find them horrible cringeworthy, too. Names with letters pronounced phonetically (e.g. "EZ"), sound-alike vowels (e.g. "Lyft"), and substituted consonants (like the K for C) irritate me a lot. (I'm an angry pedant and I know it...)