Geoff, I think these names are invented so that the companies can stand out in the slew of companies that are doing exactly the same thing.

Take for example a shoe stores. There can be hundreds of shoe stores in every city, thousands in one state. If they all called themselves, say, Oregon Shoe Store ... a) how could you tell them apart? b) how dull would that be?

Everything has to do with attracting the client. Again, with shoes...say you have a store that sells specialized shoes for people who have foot problems. Customers would more likely go to a store called Tender tootsies than one called Shoes for Problem Feet.

The same applies to your Qwest example. Telecommunications companies want to appear high-tech and up-to-date. US West Communications makes the company appear dated. When wooing new clients everything from your company logo to your receptionist has to make a good first impression.

I agree that misspelled words are an annoyance however since kids see these words over and over and believe the spelling to be correct.