in March of 2010 I wrote about a form of character substitution I’d seen around Minhang in Shanghai. On Hongmei Nan Lu 虹梅南路 there is a residential community called Red Hill in English but 虹山 in Mandarin. Minhang, written 闵行, often has the name written 闽行 in store names, such as 闽行水果店.
I just saw another example of this, though in this case in Taiwan. A store, either for baked goods or women’s clothing (jet lag prevented me from remembering which) is called “Field of Love” in English. The Chinese name: 艾之天. It was a manufactured sign, and the owner probably went in and bought each character separately (之 being rendered in grass script), so it seems unlikely that laziness was the reason. Being used to some people getting bent out of shape that 愛 is simplified sans-心, it seems too sacred to chop down into 艾.
Some possible reasons were given in the comments of the original post. Now two and a half years later and seeing this again, perhaps someone has other examples to share.