i'm not so sure, i mean i once spent half an hour trying to find Joomla after somebody told me about it. I was searching for similar words like doopla, dupla, doopler, joomler, jumla. At least if you could remember 'DuckDuckGo' you wouldn't have any trouble spelling it. Also when I think of TV adverts, it's often the catchphrase i remember over the company/brand itself