But for some reason, the My prefix still seems really dated. It makes me think of My.Yahoo (does anyone still use that?), MySAP and the WORST MyDiscountBroker.com.
MyDiscountBroker.com is now just one of those pages of links. They ran what were certainly the most obnoxious broker ads of the .com age (and that's saying something). My biggest fear was always running into someone at a party who traded stocks via MyDiscountBroker.com, just cause I knew I wouldn't be able to keep from cracking up. It never happened, praise be.
Anyway, as has become a blogger's cliche, when the NYT picks up on a trend, it means it's past it's peak... so maybe look for the return of e-everything.