Anecdotally, at some point in the 2000s, it became embarrassing to have a Yahoo email address. It invited in jokes of 'she must love spam!' or 'he must love getting his account hacked.' From here, it's a long and difficult road to recovery. From the 1991 article linked below, this quote sounds like it applies:
> "A lot of people would have trouble admitting to their peers that they bought an Oldsmobile even if they thought it was every bit as good as a Honda," said Chris Cedergren of J. D. Power & Associates, an automotive marketing company in Agoura Hills, Calif.
[1]: http://www.nytimes.com/1991/04/09/business/detroit-strives-t...