Watching the keynote as the first iCloud apps were being presented by Steve...I was thinking, "this is how it's done right now! Whats new?" A lot of the services such as address book, mail, photos, and Calendar are similar in usage and functionality but are presented as being "stored in the cloud." I just saw that aliases will be available just as before. I really hope this move is a sort of strategic "re-branding" for MobileMe to shake the bad press and negativity surrounding the service and ultimately we will gain similar functionality through iCloud.com. The admittance that it was "not their finest hour" and the emphasis that mobileme "ceases to exist" seems to be a strategic move to shift perception about the service...also helped by the fact that it's free now. I'm thinking that instead of just changing over to a full-fledged free version of MobileMe and throwing up a huge middle finger to us long time paid users...they decided to go this route. What do you think?