I just presumed that although the spelling they have chosen should be pronounced "cry-cut" using the rules of pronunciation, Provocraft intended it to be pronounced "cricket", keeping the spelling of the "cut" part because it is a cutter. Then they could use the insect as their logo.
You really don't see it? I feel as if I'm stating the obvious, but now I'm wondering whether I got the wrong end of the stick all along. I'll admit it is a weak joke on Provocraft's part, but it was all I could come up with. I've never heard anyone from Provocraft pronounce it though....?