Because it is not just a username but a domain. You can sell brianphobos.eos etc if you win the eos name auction. Also, Dan recommended today on BP call that the auction be changed to every 10mins instead of 1 per day.
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If i got it right, the increase to 10mins per accounts is only for accounts between 6 and 11 characters long, the domain style names shorter, would still be limited to 1/day.
Awwww, I didn't realize that there could be sub domains under it essentially. That makes a lot more sense now. Still seems crazy expensive.
That would make sense to have 1 every 10 minutes or at least 1 every hour.
Now it is starting to look like the value is not in an account but the ram it takes to open a new account. At least for non premium names.