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Does it bother anyone else that Inc got the story wrong? I thought they were supposed to be somewhat journalistic .It took me < 30 sec on the site to find out that Buy.com had been bought by the Rakuten group. The post author is suggesting that Buy.com simply decided to change their name -- instead their owners want to slap their own name on it. Maybe silly, but not crazy.

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I got the story right in this HN submission two weeks ago by simply linking to Rakuten's About page:

"Buy.com renamed Rakuten Shopping: brilliant branding or massive mistake?"

http://news.ycombinator.com/item?id=5176774 -> http://www.rakuten.com/ct/aboutus.aspx

As for the "journalist's" editorial, I was able to cover that in the submission title. Not much value add in this Inc article.

The rename did get me to give buy.com a new try.

I found something I couldn't find on Amazon there, and spent $300 on it. And two weeks later, I do remember the name. So, going with "brilliant".

Moreover Inc pops up spammy surveys and other elements. It was the second Inc link from HN today, and I'll now be trying to avoid them in the future.

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