It was just a couple of days ago, that my friends and I were fondly remembering the transition to Battle.net and the wonderful Mr. Chilly pet that came with it. But soon that will all be for naught as Blizzard have announced they are dropping the Battle.net name and will instead be focussing on their brand.
This decision came (according to a post on the World of Warcraft website) due to occasional confusion caused by the name, and we know how much Blizzard hates confusing their players.
When we created Battle.net, the idea of including a tailored online-gaming service together with your game was more of a novel concept, so we put a lot of focus on explaining what the service was and how it worked, including giving it a distinct name. Over time, though, we’ve seen that there’s been occasional confusion and inefficiencies related to having two separate identities under which everything falls—Blizzard and Battle.net. Given that built-in multiplayer support is a well-understood concept and more of a normal expectation these days, there isn’t as much of a need to maintain a separate identity for what is essentially our networking technology.
I’ll probably still call it Battle.net though.