Still disliking the interpretational "Me Ego" part? Your intention may be good but your morals get in your way.

Reality Check: With Android (much more than Windows Mobile) there is no doubt that you as an end-user get seriously "bugged". It is not your own device, you may own the hardware, but it is Google's software which you "rent", and the payment method is usage content you generate. Now THAT's what >I< hate about the corporate world.

Nothing wrong with an brand name interpretation promising to make your device your own.

Nothing wrong with reestablishing the concept of SUBJECT in the mobile world. (It's a market gap indeed.)

A cloud based OS, a place where supposedly everyone must be happy, playing the harp unisono?
No thanks, instead bring back some "old-fashioned" egocentricity, please.

Alternatively, look at the "Ego" aspect the Freudian way.