Companies have stupid fetishes about their names. Tribune Company isn’t The Tribune Company, it’s Tribune Company – no damned “the.” Time Inc. isn’t Time, Inc., we were informed when I worked there, it’s Time Inc. In a corporate dining room, there used to be a memo from one of the company’s founders with a rubber comma from a stamp taped to it, saying this is where the comma went. So now AOL is becoming Aol. and is making a big deal about adding the period. Good. That pixel will make all the difference.