'Fax' is a cool word. Why did we waste it on such a stupid technology? I think it's very telling that faxes are the only form of long distance communication ever invented that never attracted a geekish/hacker following. There is nothing interesting or aesthetic about the technology. There is only suck.
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I laughed for a good long while when it first came (their URL isn't even a US domain!) but of course then I thought about the fact that a goodly percentage of recipients are, I'm sure, taken in by this. (My bosses would be, if they didn't have me around...)