This brings me back to a nice little marketing book I read about ten years ago: http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/0071373586 http://www

This brings me back to a nice little marketing book I read about ten years ago: http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/0071373586 http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/00... One of the interesting ideas the author postulates is, to put it in CS terms, that people's minds work like a dictionary. Each key associates with one and only one value. And, in this case, the key is a concept, need, category, etc. If you ask someone in the US to name a plumber they'll probably answer "RotoRooter" without hesitation. Fast food? "McDonalds". Rental car? "Enterprise". Fast car? "Corvette". The values side of the relationship isn't necessarily uniform across a population but some keys have more uniformity than others (Fast Food). Once a person makes that key:value association it is really, really hard to break it, if not impossible. Politics tends to work that way too. In the case of the web, the vast majority of people make the following key:value pair association: "internet":".com" And that's the end of the story.