This is surely an example of homophonic abuse…

This shop front was spotted by Matt Top Boy FFS whilst prowling the streets of Manchester.

When a lighting shop rebadges itself, I expect better than this. I’ve tried to accept the slight possibility that it’s not a mistake (i.e. the shop is willing to be popularly known by its website address but also wants you to know you must refer to it as ‘Lightbox’ in formal situations), but I’m just not having it. They’ve mixed up their homophones and that’s the end of the matter.

Things are made even worse by the butchering of the English language in the website address. A quick visit to the site provides this fascinating background to the business:

Litecraft was established in 1949 to manufacture and distribute decorative lighting around the UK. That’s over 59 years experience of lighting up your home!

Yes, that’s right; it’s definitely a shop selling lighting. So why change ‘light’ to ‘lite’? Weak, low calorie craft? It makes no sense and is insufferably vile. Get a grip, world.