i-Mitsubishi?

This is Mitsubishi's latest launch. I really don't know what to make of it.
Every time I see a brand named "i-something", the first impression I have is that they're trying too hard to be cool (which obviously has exactly the opposite effect on the brand).
I can perfectly understand if the product is an iPod accessory but it's hard to accept when even massage chairs start to adopt the "i" prefix.
There are quite a number of brands that have adopted the i-something name. These are only a few examples:
iriver (a mp3 player)
iWorld (an iPod accessory store)
iBlueTube (an iPod accessory)
iDesire (a massage chair)
iHub (an online specialist retail)
iMode (a mobile data service)
Oh, I know, it's because they're supposed to be personal. Right, but everything now is personalized (this has been a trend for like, around 5 years now). It's time people find more imaginative ways to name their brands.