These days, credit unions have a choice when it comes to their Internet domain name. They can be a .com, .org, or .coop. The .com is the primary domain used for commerce and they feel very strongly that if they expect people to buy they need to act like other commerce sites they know and trust. The branding as a member-focused, financial cooperative that operates differently than the average bank still comes through, but in a package that is reassuringly familiar to the average Internet shopper. The author thinks people are more familiar with the '.org' extensions today, and do associate those organizations as being more positive.