[ViridianFan]

It also sounds like an apple product too. As said before, it’s only kept here due to its brand recognition and it stands out against other channels’ streaming services. Of course it made more sense when all the BBCs interactive services (eg the website, red button and iplayer) were brands under the BBCi branding. Doe’s make you wonder if they’d have kept the website as BBCi  would they have called sounds isounds?