It was deemphasized pretty early because people didn't understand it.

It made sense to us because our starting point was an email service letting people share lastname.sometld, but we never got close to as many registrants on .name as we had users on the webmail service (we had a couple of million accounts on that when it was sold to one of Marc Cubans companies for a relative pittance in the aftmath of the dot com bubble bursting)