Because dwellar is not a word. We make it what it is.
Proof: this thread, started 9 days ago, is currently
third in g**gle for "dwellar".
Sidebar: Many new Internet companies are made-up words, such as flickr and digg and technorati and xanga. Others are combinations of two words, such as myspace, youtube, facebook, stumbleupon. The reason for this is so that they can easily get the top spots in search engines. Just as we have just done.
We
pwn this non-word.