Box Paid $1 Million For Its Name Change CEO Aaron Levie at the company's recent BoxWorks conference.


About three months ago, changed its name: now it’s just Box.Rafe Needleman at CNET reveals that the company paid about $1 million last year to buy the domain name “” from Digimedia, a big domain name seller.

But in conversations, we notice that the new name hasn’t really taken yet. Everybody still calls it “”

This may be because “Box” sounds very similar to “Dropbox,” another white hot startup in the same basic area, online storage.

In fact, the conversation usually goes something like this:

“So I recently toured this company Box….”


“No, like”

“Oh yeah.”

Consider this a public service announcement, then. It’s just Box. Every time you refer to it as, you’re making light of a very expensive purchase.

It’s like walking up to the owner of a Ferrari, pointing at the horse logo, and asking, “now is that the NEW Mustang?”

See also: Box Just Moved Into This Amazing Office With A Two-Story Spiral Slide

Car of the Week 1/24 Ferrari Pinin

via Hemmings

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.