First we had mac.com. I liked that one. I still use it. Then came me.com. Also liked that one. It was simple, easy to convey over the phone, easy to remember. But this time they messed with a good thing. Who in their right mind would want an email address like firstname.lastname@example.org ? What were they thinking ? I understand that branding is important, but then learn from Microsoft: they still call their operating system "Windows". Did you see what Windows 8 looks like ? Any windows there ? There is such a thing as taking branding a tad too far. Seems I am not alone thinking this. I'm in good company. Here is a brief piece by Philip Elmer-Dewitt in Fortune magazine.