Ofoto, Where Art Thou?

In 2001, Kodak acquired Ofoto and recently announced that they are changing the name to Kodak EasyShare and ofoto.com is becoming kodakgallery.com.  I'm sure this was done for both brand consistency and to leverage Kodak's strong name association with photography.  But, Ofoto is a cool name that is short, easy to type and easy to remember.  Kodak EasyShare and kodakgallery.com are none of those things.  In a world where they are competing with the likes of Flickr, who goes from Ofoto to Kodak EasyShare?