I use this online bookmaking service quite often since it started in the good old days when all internet startups were welcome warmly and had somewhat weird names like Flickr, Digg and of course the “Del.icio.us”.

Time passed, many things have been changed but the “Del.icio.us” although many of us hoped for some innovatory shift after the service was acquired by Yahoo in 2005. Del.icio.us 2.0 seemed never come out especially when its father left Yahoo in frustration over a month ago. Surely, Joshua Schachter had serious disagreements with the management as he expressed:

I was largely sidelined by the decisions of my management. So that was mostly the result rather than the cause, if that makes sense. It was an incredibly frustrating experience and I wish I was a lot more like Stewart [Butterfield] in terms of pushing my point of view.

Yesterday, Del.icio.us re-launched (called Yahoo Delicious 2.0) and I can understand why Joshua didn’t want stay to see how his son has been changed.

I wonder myself why I use Del.icio.us? Well, just because it’s deadly simple and focuses on one job: saving internet links (URLs). It’s also interesting to see how many people have the same links saved to guess what are hot on the net everyday. The “old” del.icio.us worked well for me and better I could bypass its website by just clicking on tiny icon on my Firefox toolbar to save a link (using Del.icio.us add-on).

While I agree that the new “delicious” is easier, prettier and faster I feel a lost when the original domain name which made the service outstanding from others is now replaced with the domain name of “food website” — delicious.com. “Del.icio.us” is more than a domain name — it’s a brand and brand recognition becomes more and more important today. I don’t use another “better” bookmaking service not because Del.icio.us provides more features than competitors (it does not actually) but for I’m familiar with the unique brand.

Some “everything social” advocates vote for social network feature integrated into Delicious. Yet I doubt many use it seriously when they have too many other social networks to follow/update nowadays.

The new design looks much tidier but deep into the core of tag system I found nothing changed. I have hundreds of tags and cannot find any way to group them into categories or re-arrange them into sub-tags leaving them unorganized a big cloud.

I think, however, it’s good for Del.icio.us to have something new after many years (personally I prefer many small changes to one-time renewal) but no revolutionary book-marking system revealed like I’d expected for version 2.0.

Recommended Reading: This site recommends Website Magazine for 'Net Success

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