I was watching prime time TV last night and saw the American Cancer Society’s compelling and moving ad, with the domain name MoreBirthdays.com. This is their rally cry, for cancer survivors and stricken to achieve more birthdays. It is a terrific website, an incredible cause, and, a brilliant use of a generic dotcom domain name. It is simple, memorable, intuitive. See it once, never forget it which is a good thing when used in so much prime media advertising. Kudos to the brilliant people who decided to use that domain, and do something so compelling.