In a way I created that word. Companies like Site 5 are starting to infiltrate the hosting market with so called, "overbranding" techniques. I feel that this can get to a point where an individual is actually tired of seeing the ads, unless there is something unique or insightful about them. It is kind of like the coke and pepsi story, we know they exsist but they always have a unique way of capturing the audience time and time again. Companies like Site 5 need to find this way or else they could be headed into a downward spiral as opposed to the upward flow of things.