I see this trend all over the place. I just found out Sony has something called “MySony”. My bank has “MySpending Cards”. My company uses Paycom and it has something called “MyCom”, and i think i remember it also having more things with the MyNoun name format.
What and why is this?
Give the user a sense of control
While covering up the fact that you more than likely don’t even own the product, you simply paid full price for license to use it that they can revoke at any time.
Yay modern corporate garbage!