When I was in Milan last week, IH gave me a bag of wonderful Italian goodies – cheese, sweets, etc. The food came in a very re-useable canvas bag, which bore the slogan ITALY is EATALY. It’s gloriously tongue in cheek, which is not inappropriate given that they are a food company. It’s also a great example of what happens when people stop panicking about language and start using it, and even abusing it, to get their message across.
By the way, if you want to get at really what matters, which is not the pronunciation but the food, you can do this at http://www.eataly.com