I'm with Banjer. It's an irritant to me. Not to mention that I often find it insufferably cute. For instance, one acquaintance's number for her candy-making business is 586-KISS. Another's number is 78-0 LISA. Come on! I usually have to take the time to translate it into numbers before I can even punch them in.

Reminds me of a grown woman who once introduced herself to me by saying, Just call me Punkin'. Needless to say, I called her nothin'.