That would only work if the Hebrew keyboard layout they were using had this mapping of letters. Most language layouts for non-Roman scripts don't optimize for phonetically approximating the corresponding English letters (presumably on a QWERTY layout).

It appears that they don't match to the TLD letters here: https://en.wikipedia.org/wiki/Hebrew_keyboard

If the keyboard was set to Hebrew then the subdomain would also be spelled out in the wrong characters, so the URL would be nonsense or go to a different site. Additionally, as people mentioned, the standard Hebrew layout is incompatible with QUERTY (I am a Hebrew speaker and have never heard of the phonetic Hebrew layout you linked to). Also when you type the URL the characters would be spelled out in the oppose right-to-left direction as .com.