This service shows how effectively promoting your service can really make a difference. While Mailinator has been around for a long time, somehow this 10minutemail has managed to get lots of exposure. I wonder did they really get all these mentions around the net just organically, or was there heavy promotion involved? If the success came organically, perhaps it's because 10minutemail is easier to understand. Just from the domain name it's easy to guess what the service is for.