Cutesy spellings aren't cute any longer, if they ever were. That point is debatable.

Startups looking to seem edgy and special use them, but I don't think they are effective. I only look at them to see what sort of product is behind that mis-spelling, not to actually buy something or use their service.

Mis-spelling shows me just one more small outfit trying to be splashier and trendier than the some other small company with a splashy logo or trendy spelling.

IMHO, you're always better off using standard spelling.

If your product or service just rocks, then it just does, and you'll have word-of-mouth. Odd spelling habits won't help you if it doesn't.