Often times, marketers will slightly doctor the spelling of a common word to give their brand some distinctiveness and additional meaning. Doing so can also help (or even be required) to gain an enforceable trademark, as trademark law does not allow for terms that are simply descriptive.
This one is sort of silly, however. It’s a restaurant called “Eatt” (sic) that recently opened around the corner from my office. It’s actually a great place. Or should that be “greatt”? Too bad the naming and branding regime sort of stinks. I hope it doesn’t hurt the fundamental business proposition, but it might. This stuff matters.