Sometime in my twenties, when I asked my father why he'd decided to christen me plain Ian Martin with no middle initial, he explained that he chose a name that couldn't be abbreviated or messed about with in any way. Bless him, he never thought that there might come a time when I'd relish having my name abbreviated or messed about with. It wasn't until I was in my thirties that an Australian friend of a friend, bumped into outside the cinema, asked 'Howdya enjoy the movie, iansie?' And so logically enough, in my forties, casting around for a fresh corporate posture to follow the debacle that was the megalomaniac multi-national known as Meta4 Multimedia Ltd, I decided that henceforth I would be: iansie.com