Consider my brand new Samsung TV set: I could not believe that program numbers are not unique! You can have two stations registered with the same program number!!! Do I have to adapt my business because TVs are suddenly smarter than me?
If I'm too arrogant to realize that a domain problem has a very simple solution then I will reinvent the wheel and make it square.
(Indeed, slogans loose their power through overuse - that does not make them untrue though)