As a .Mac user I have been mail-bombed with info about the new MobileMe re-branding and the more I read this stuff the funnier it seems. (funnier as in ironic joke funny) I mean just last week there were a dozen threads about how bad and how expensive .Mac is and how Apple "better do something about it" or else. But a careful reading of the material shows that in fact, all they have done is: 1) rename it 2) add iPhone syncing and that's it. How is it, that all you can find *this* week is people talking up about how fantastic the service is and how it's going to "smash .Net" and "rip Microsofts mesh" etc.?? This is pretty much the exact same service that couldn't find a friend last week and it costs exactly the same. The only thing it offers is the only thing it has ever really offered, syncing your computers. Not only that, it dropped support for several .Mac features that were very popular (although admittedly kind of lame). I mean sure, the service has potential, but it always had. Sure we can assume that in the future it will offer stuff like Google docs etc. but that also was always the expectation previously as well. And remember, we don't actually even know that will happen at all. So all it takes is a new name and we all have completely re-set our feelings about .Mac??? To me this is classic RDF distortion. Apple is leading our expectations around as if we all had rings in our noses and we are smiling as they tug us this way and that. Ironic no?