I was looking at another "my.sumpthin'.com" site today, and it struck me that the concept of "my" is a bit of a dichotomy in the world of the Internet. A phenomenon that has grown around the concepts of exchanging ideas and sharing information has now brought to life the idea of personalization. This is "my" etrade and "my" yahoo. A favorite of "mine" is mycereal.com. Welcome to "my" hell...