Where did all the hating for 'e' come from?
Tumblr... Flickr... now this.
When you have no online presence, creating a nonsense word makes it easier for you to quickly reach the top listed search result.
For example, "Listener" is a band, a magazine, a TV show, and a Javascript function. You have to rise above all of them before you "exist". Simply drop a couple of E's (untz untz untz) and suddenly you become the top result. I believe it's also harder to protect your trademark if it's a generic word.
However, if you change the spelling of your company too far (eg, "Listiner") and people may either mispronounce it (hard T, for example, List-inner or Listeen-er), or subconsciously "correct" the spelling before typing it in. Dropping the E's still retains an obvious phonetic spelling.
Of course, now it's just trendy. Which is the real answer to your question.
I mean look at the device itself, why is it the size of a fucking brick? It's a microphone with some DSP, my Bluetooth dongle has more hardware and is smaller than my thumb. They want it to be the most obvious thing on your desk "Ooo shiny glowy thing, tell me about that." (And it's iOS only, which explains even more.)
Oh, and speaking of specific searches for nonsense words, why can't Google filter out the "no such word on this list" dictionary/directory results? Fuck those guys, how is that any better than scraper sites? And fuck Google, it's a hundredth as hard as some of the other filtering they do. And autoplay videos, I mean just fuck off. I can understand flash video doing it, those guys are cunts, but how can the html5 video/audio spec not have browser triggered behaviour overrides (or at least notifications for the browser to use for tab-highlighting). It's an official web specification! Fuck you W3C.