Imagin-WHAT?

Went to the Michaels website tonight to check on their store hours (I have coupons!) and saw this:



"Imaginate"? Seriously? Did someone actually get paid for coming up that? And did someone actually trademark it?

There is nothing that "Imaginate" accomplishes that "Imagine" does not. "Wait," you say, "maybe it's a mash-up of the words imagine and create?" If it is, "-ate" is not an unusual enough set of letters to immediately make someone think of "create".

And to add insult to injury, I couldn't find the hours of operation. Nice website, Michaels. (p.s. shouldn't there be an apostrophe in there somewhere?)