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We all get a bad feeling in our gut when we know something is not right. Posing as a non profit with the "Internet" brand is not right.

To your point, if they were just upfront about what they're doing, it wouldn't be an issue.

Note that this is very obviously deliberate. It's not just the name. All the outreach around internet.org brands it as something its not.

Which is all the more reason to be suspicious.

It is so precisely AOL! WorldOnLine! They are actually online, just not on the open internet.

Right down to movies credits ending with "like us on facebook" instead of "AOL Keyword My90sMovie".

Media captures the mindset of the time, but mindset changes, orphaning the sentiment.