A new "domain purchasing feature" provides a one-click on-site way to avoid what Posterous' Vincent Chu called "the geeky details" of securing and applying a personal domain to your account.
"After you've purchased your own domain, we also make it super easy to set up your own personalized email boxes, calendars, and wikis using Google Apps."
Instead of mucking about in the guts of your personal branding engine, this push-button domain machine avers to do it all for you. A big deal? Just a deal of modest proportion, in keeping with the simplicity the service emphasizes.
Tumblr, Posterous' biggest competitor, also offers custom domains but not through its own site and not integrated with Google.