This is an unfortunate name choice.

It's very, very awkward to share with word of mouth. "Check out [hap * E] belly.com, friend." Friend goes to "happybelly.com." Friend is confused. Webmaster of happybelly.com is happy, yet confused. "With an I." Happibelly.com doesn't work, nor does "happybelli." Friend gives up and checks yelp.

See Blackblaze's article about how they wish their name was better for word of mouth: https://www.backblaze.com/blog/why-backblaze-bought-a-porn-s... .