[justaj]

For anyone outside of SF / US is wondering:

"b8ta is a retail-as-a-service company with a chain of 22 standalone retail stores, which serve as presentation centers for consumer electronics and home goods. Companies can pay to rent out space for their product to be displayed inside the locations, along with a tablet that each brand customizes with software."

Source: https://en.wikipedia.org/wiki/B8ta

[thu2111]

And the reason it's called that is because in American English it's pronounced "bay-ta" not "bee-ta". So "b-eight-a" sounds right.