My, Oh My, and Why (not)
Reading an article by Peter Merholz, I was reminded of familiar debates on past projects about the use of "My" in web sites a la My Yahoo!, myIntranet, etc. Peter does a good job of presenting his case that using "My" is confusing and even somewhat juvenile...answering the question of Whose "My" Is It Anyway?

"Think about it. What products, in the real world, use the possessive "My" in their names? Products for small children, like "My First Sony." How foolish would it sound, say, to buy something called "My Telephone" or "My VCR". Obviously, they're yours--you own it! Using "My" on a Web site encourages this childish sense of propriety"