Word used by young children in NorCal (mostly bay are i.e San Fransisco, oakland, dublin, pleasenton, livermore etc.) before they are old enough to use hella without getting in touble.
A word Meaing "really" or "very" not used in place of hella for fear of sayin the word but because there is more emphasis on the word and it sounds hecka better.
Also more fun if you spell ithekka