Digging out old thread to share a hack story from Poland.
There is this medical insurance company in Poland focusing on remote doctor consultations. They named themselves Telemedico and tried to brand themselves with this cool domain hack: telemedi.co.
Even though their customer base is mostly educated corporate employees with group insurance plans, guess what, almost nobody understood the domain hack, and everyone called it Telemedi.
The company decided to embrace it and registered/purchased telemedi.com, and now they are Telemedi.