To the news of the note taking app Evernote being acquired:

Evernote is being acquired.

(After using it for years—and writing about it on the day it was launched!—I’ve lately moved away from using Evernote for new notes, because it ate a crucial audio recording I’d made.) https://t.co/7TRjeoM2cF

— Harry McCracken 🇺🇦✡️ (@harrymccracken) November 16, 2022

The tug of Evernote the brand remains powerful.

The most common reaction I’ve seen on Twitter is on the lines of ‘I’d long moved on to something else, but I’m sorry to see it finally go’

They’re not talking about the product, which they couldn’t stand any more, but what using it meant to them – and that’s the brand.