I've been around the 'net long enough to remember when Altavista didn't even have it's own domain name, it was altavista.digital.com, this triggered some great memories of my first year or two using the web on the only computer in school with access to it.
It seemed to take them a really long time to get rid of the digital part, probably because marketing thought it was good thing. At least it didn't require you to prepend www.