Academia.edu Overhauls Profiles As Researchers Grow Their Personal Brands

I'd like to know how a startup managed to get a .edu domain. The eligibility requirements are quite strict: <a href="https://net.educause.edu/edudomain/eligibility.asp" rel="nofollow">https://net.educause.edu/edudomain/eligibility.asp</a>

Who here cringes every time they hear "personal brands"?