is Rakuten trying to rebrand e-commerce?
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I will never in a million years understand why "Rakuten" would be a better root url for a shopping site than "Buy."

"rakuten" is Japanese for optimism.

Perhaps optimism they can survive against the Bezos Machine?

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N39° 39.7234', W075° 33.9788'
...word salad is not a disorder, it is a symptom...

“If you can't explain it to a six year old, you don't understand it yourself.”
-Albert Einstein

Because............



Just because.

Blott Scum!

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Once we place nonhuman animals outside our sphere of moral consideration
and treat them as things we use to satisfy our own desires,
the outcome is predictable.
- Peter Singer

Quote
Will Collier
I will never in a million years understand why "Rakuten" would be a better root url for a shopping site than "Buy."

They get to rebrand themselves and all the while, buy.com will still takes you to rakuten. It's like opening a whole new retail establishment. People that don't like buy.com NOW HAVE A NEW OPTION.