s.q.u.i.e.r

I often wonder why Fender chose 'Squier' as a name. Judging by the number of people who have difficulty spelling it on these forums, it seems to cause a lot of confusion. Do you think the 'r' and the 'e' transposition from the normal spelling was deliberate on Fender's part, or did they, too, make a simple spelling mistake and really intend to use 'Squire'?