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FQDN change to
Authored by: hamarkus on Aug 20, '10 04:11:40PM

Imagine the car company Jaguar would have been re-named Tatra UK after being bought by Tatra. That would not have been a great idea.
The opposite example is SoundJam being bought by Apple and turned into iTunes. But then the domain for iTunes is not '' or '', it is iTunes was enough of a re-invention (at least in UI terms) even at version 1.0 and certainly since then. The brand/product was re-named but not killed.

It is one thing to bring all your brands/products into one domain but it is another thing to kill a brand all together. And no, 'hints' is not a brand, it is a category. Ever noticed that the URL for the AppleStore is simply and not ''? The Apple Store is not a brand, it is part of the Apple brand, whereas the Mac, the iPod, iPhone, etc. are brands on their own.

Whether it was a conscious or subconscious decision, stripping the 'maxosxhints' from the URL was motivated by wanting to kill the separate personality of macosxhints. It is an experiment in trying to transfer some of the assets of the brand 'macosxhints' onto the brand 'macworld'. 'Macosxhints was/is about a certain state of mind, it is unlikely that 'hints.macworld' can achieve the same, at best it will be something different but of equal usefulness.

I am sorry if I sound cynical, it is probably because deep inside I feel that's what this change is about.

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