I was thinking that also, industrialheart.com sold for abouts 25k back in 2015. Some large corporations aren't even know to the public and are profitable between themselves. To be successful any business needs to be reputable and good relationships are of the upmost importance. I can't imagine a large corp branding themselves under heart, liver, kidney, lungs or even navel ect . . The word umbilici itself does convey some sort of relationship and life or success when dealing with it. Being of the same meaning and spelling in several significant countries makes it a good applicant for some branding I guess. Just my thoughts.