On the topic of names, why is there a hyphen in the company name?

The anatomical term "pia" can be pronounced as if it starts with either "pea" or "pie". Writing "pi-a" is very strongly suggestive of a pronunciation like the Greek letter pi (i.e., like "pie", not "pea"), especially as the website's favicon is the letter pi. However, the website says it's pronounced "pea-uh".

So I would think that the hyphen would bias people towards the "wrong" pronunciation.