I've always wondered about this. It seems from my experience that substituting a letter like z for s in a name or taking out the vowels causes a little bit of

I've always wondered about this. It seems from my experience that substituting a letter like z for s in a name or taking out the vowels causes a little bit of unresolved tension in a person's mental process. Perhaps this causes them to consciously or subconsciously pay more attention or the name, giving the marketer a few moments of opening to set the hook?