I know your quip about the misspelling is a joke, but I think their branding will be problematic throughout the Commonwealth (perhaps less so in western Canada), and French speaking nations -- it just doesn't look right.

Not quite in the same vein, but instructive nonetheless, many years ago our US born chairman insisted on branding a product with the prefix 'kwik', a relatively common misspelling in the US, instead of 'quick'. The product bombed, and market research suggested the brand simply looked wrong to the target market. We rebranded, and as far as I know -- I've long since moved on -- the product is still around and does reasonably well.