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Curious Web Brand: "Kijiji"

kijijiEbay is taking on Craigslist in the online classified space in the US, bringing their European classifieds site stateside last month. Ebay enters the arena with a large (unfair) advantage. They have an insider's view of Craiglist's operations and financials from their board seat and 25% ownership stake. Neat site. What is hard to understand is the choice of brand: Kijiji. It means "village" in Swahili, but IMHO the domain is hard to say, see, and type. Wonder why Ebay didn't rebrand for the US launch?
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