Imagine losing access to the name everyone knows you by. Not because you did anything wrong. Simply because a platform changed its rules, got sold, or decided you were no longer welcome. That quiet uncertainty is what most of us live with online. A .eth name removes it. You register it. You keep it renewed. You alone decide what it points to and who can use it. No company can quietly take it away. No algorithm can shadow-ban it. No terms of service can rewrite the rules overnight. Switzerland has always understood the value of things that stay under your own control — steady, predictable, and free from someone else’s changing mood. Your digital name can have the same quiet certainty. One name. Yours for as long as you choose to keep it.