I assume because "primitive" generally has negative connotations. (Don't try to make rational arguments about that doesn't apply here or how obvious it is that it's not the "bad" sort of primitive. We're talking about marketing here. Rational arguments are a category error.) I'm not creative enough to come up with a positive, just some more neutral ideas that you would have the opportunity to shape, like Shapify (taken by other things though), something with "simplify", something with "fun" maybe ("fun up your photos!").
And to me, Shapify is just another generic "web 2.0" name. Lost in the sea of a million other "ify" domains. The point here is that they should at least claim the domain name for their product, regardless if that is going to be the actual public facing product.
This is another one of those "your tone suggests you disagree with me, but you're just repeating my point back at me" posts. I told you "Shapify" was a neutral word that you can pour your own connotations into. A lot of brands are. What's a "Cisco"? What's a "Nike" in a country where most people won't get the classical allusion? What's a "Coke"?
Those brands aren't generic "ify" names that sound like they came from a domain name generator. Primitive sounds like a pretty good company name to me. There is already a skateboarding company of the same name that does well.
