Riding 'Co'-tales

Yesterday I saw a container truck on the highway and was struck by the company name: Haulmark.

I can't help but think that the brand's name was designed to be a homophone of Hallmark.

If so, was this a good idea?

On the pro side, it certainly works. I'm writing this post, am I not? The name is memorable for this reason.

On the con side, this brand may have been picked at the expense of a better, less clever one. Haulmark doesn't convey what they do, stand for, etc. Also, it's got to be confusing when explaining over the phone ("ok, you can find us on the web at haulmark.com. No, no, H-A-U..."