I find analyzing Search Intent and Search Queries very intriguing. Answer to the question why people search they way they do presents low hanging opportunities to marketers. While Brand key Phrases, Generic Search Terms get bulk of the Organic traffic to websites, alternate Keyword Strategy adds the punch to the Optimization Program.
One such alternate keyword strategy is Optimizing for Misspellings. Marketers have used misspelled words in their programs and Search Engine Crawlers and algorithms are growing increasingly sensitive to Misspellings.