They think it's cool to do things differently just for the sake of it. Wearables watch startup 映趣科技 (inWatch) tries to be cool. First, they use English in its brand, but the English name does not match its Chinese name well. Only part of the name ("in") may rhyme with the Chinese name. Also, the Chinese name may mislead consumers to believe it has something to do with video even though it is a watch company.
Second, they use inWatch.cc as their corporate site instead of inWatch.cn that they also own. This just makes it harder for consumers to remember their web address. You can't go against the general consumer habit unless you have something better. Doing things differently just for the sake of it is not wise in my opinion.