You are absolutely correct. I still have no idea what buy.com is because its generic. In general rebranding is a bad idea because once someone has a perception

You are absolutely correct. I still have no idea what buy.com is because its generic. In general rebranding is a bad idea because once someone has a perception of the brand its hard to change their mind. Using a brandable term in this case will at least let them start over...but with all the traffic from buy.com