Why has everyone latched on to the "i"? Aside from Apple's i-line, we now have iGoogle, iBloglines and a plethora of other companies latching on to the"i". iget it, it's supposed to make their product or service seem more personalized; just for me. But the problem is over saturation. There are so many i's there is no longer differentiation. What iwould like to see is more creativity in the branding because frankly, i've had it.