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> If being your own brand is so important than why not just get your own domain name.

99.9% of people cannot or will not deal with that trouble.

What about projects like chi.mp that give a personal page around a domain name in just as simple of an interface?

Trouble? I know that Wordpress.com and google make it extremely easy for a non-technical person to get going with a domain name.

How many of your non-technical friends and family use Wordpress ?