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?
Fad. Someone started doing it, and it caught on so no everyone does. The iPod started the iEverything phase. A local car dealer near me uses NameTube.com because they decided they needed a website about the time youtube got a lot press. There are many more things over the years that became a fad for a while, and there will be more.