Life insurance is a pretty serious business, generally catering to older folks rather than those of us who are caught up in the popularity of misspelled brands. Think about it from a buyer's perspective. Are you going to entrust your family's wellbeing after you're gone to a company called Lyfe Insurance? And from a seller perspective, you're thinking about the buyer perspective. I could see a startup looking to disrupt the life insurance industry, but the chances they go with 'Lyfe Insurance' as their brand name are nil.
I'd recoup costs personally.