Up Late / Brand Tags

I've been seeing this on the blogs but never got around to looking at the site until tonight. Brand Tags - the site shows you a logo and invites you to type in the first word or phrase that comes to mind. It's really interesting to see how well companies do (Apple) or don't (Blockbuster) have a good handle on what people are saying about them. It's hilarious to sit there with another person scrolling through these. I'm picking on Blockbuster because I think so many people have really nailed it with terms like "archaic" and "dinosaur" and "antiquated." It is crowdsourced and unmonitored, so language warning blah blah.