We all do naming, starting with registration. And the login stanovitsya our logo, because it is individual (on a separate service). The system pushes us to create a personal brand.
Registration of domains and mail on popular sites, where everything seems to be already taken, excites the creative idea and really beautiful individual names appear. And we admire such brands, they are part of the modern web.
“As you call a boat, it will float like this,” so naming is an important component in start-up building. Yandex is just a masterpiece, created when many word domains were still free. Agree, the service with the BLOG domain attracts less attention than the BLOGGER or iBLOG, and MAIL is good because with a personal login it turns out beautifully.
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I suggest in the comments to name examples of cool naming, preferably your personal one.