How will the ICANN trademark lawyers handle this ? Facebook is further embracing the real name culture it touts as one of its founding principles by allowing its members to register their own user names, making it easier for others to find their profile pages. Currently profile pages have a web address in the URL bar appear with a randomly assigned number, such as www.facebook.com/profile.php?id=563920841#=profile. Now, the user names will be handed out on a first-come, first served basis starting at 12.01am Eastern Standard Time (that's 5am in the UK) on Saturday June 13. So I could apply for a "vanity URL" www.facebook.com/mikeharvey if I wanted to. Not sure I can be bothered but since for me here in California it will be the more civilised time of 9pm, I might be tempted. With 200 million Facebook members, there is expected to be a mad scramble for user names (there are a lot of Mike Harveys out there, I know) but only existing Facebook members who had signed up before the announcement will be eligible on Saturday to register.