We changed the name of the website today. Why? Here's a conversation I had the other day...

Friend: What's your website?
Ken: myouvies dot com
Friend: What?
Ken: myouvies dot come
Friend: How's that spelt?
Ken: m... y-o-u... like "you" then v-i-e-s.
Friend: Can you write that down?
Ken: It's easy, just replace the "o" in "movies" with "you"
Friend: That's not easy.
Ken: Shit.

Then I thought back to something my high school English teacher told me... Don't out clever your audience.

Heard and applied.