Now I'm not one that normally goes for marketing blurb... this straight from their site:
The idea came from a sentence, that had been read by chance, in which the letter “i” was next to a capital “A”. There was a spontaneous association: it looked like a dog (obviously!). By adding a second dot, the dog’s owner appeared, but there was still something missing. And after a few adjustments it all became clear - two people in a romantic embrace.
That must mean, that the missus and I have been romantically embracing for some time now