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Unconsumption helps people re-label their products with an anti-branding brand.

The news prompted its PR team to send out a self-congratulatory note to journalists featuring the provocative subject-line, "Dropbox who?" File-sharing service YouSendIt.com recently shared some impressive numbers with us: The Campbell, California-based company surpassed 30 million unique users in the past 12 months. The news prompted its PR team to send out a self-congratulatory note to journalists featuring the provocative subject-line, "Dropbox who?" The goosed growth comes on the heels of YouSendIt's partnership with Yahoo Mail, which helped add a million users in roughly two months. But the uptick also comes at a difficult time for file-sharing services, which have been joined by more and more competitors eager to enter the lucrative cloud space