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Not just brand building. How many accounts are linked to your email, and how many of us have had that email on a .org for 10, 20, even 30 years in some cases.

Do you even know how many accounts have that email address as either the primary, or backup/recovery email?

An email address is central to identity management these days.

Lose a long established domain, and you might lose access to most of your other internet accounts, especially the ones you don't use every day and are hard to remember.



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