As I was reading this TUAW post on the awful (and very un-Apple-like) logo for Mobile Me, the .Mac replacement scheduled to launch in a few weeks, I finally realized why I can’t say “Mobile Me” without some strange feeling of cringing mockery. For weeks now, I’ve known that it reminded me of something vaguely unsavory, but I just couldn’t say what. Then I realized: The phrase “Mobile Me” is just too damn close to “Magical Me,” the title of Gilderoy Lockhart’s autobiography from Harry Potter.

Sheesh, didn’t anyone at Apple read Harry Potter?