I still receive occasional newsletters from Heart Internet, after trying out their free web hosting a long time ago (actually, I seem to recall it being a plan to mirror some content there, and never actually getting round to it).

Anyway, their latest newsletter sings the praises of their new “generic Nominet TAG”:

Previously, because of Nominet’s rules surrounding the registration of .uk domain names, we have had to register our reseller’s domain names through our Nominet tag, HEARTINTERNET, thus potentially exposing ourselves to reseller’s clients. Not any longer! We have now added an additional Nominet tag to our control panel for our resellers to use called EXTEND. This allows all our resellers to register domain names or transfer domain names through a generic tag, helping maintain their brand’s integrity.

I’m not exactly sure how this is helpful – instead of your clients seeing HEARTINTERNET they see EXTEND; it’s still not your brand, and Nominet’s tag list page still clearly identifies the tag as belonging to “Heart Internet Ltd t/a eXtend”.

(I was however amused by the wording of “potentially exposing ourselves to reseller’s clients” – that’s probably something best avoided! :) )