While attempting to pay my cable internet bill… I found myself faced with Comcast’s sign in screen. I can’t help but wonder how much effort went into branding their sign in process with mySIGN-IN. Does their online account system really need a branded name (that you then have to explain what it is?) when they could probably suffice with, “Sign into your Comcast online account.” Not only that, someone had to design the graphics. Someone(s) had to approve the lower case “my” and the all-caps SIGN-IN. I’m baffled. The end-result? I wasn’t able to sign in with my email and password… and am now waiting for them to send me a PIN via snail-mail, which is something I’ll write about another time.