Why not "Persona"? ;)

I kid, but it makes sense. Containers describes the implementation, not the user experience or benefit.

(Reusing the name "Persona" for any new project is a running joke at Mozilla. :)

I like persona too, or facade, or anything else that shows this is about what you present to the world... but most users won't think of it that way. Theyll think of it a keeping a bunch of sites in a box. They don't think about how the internet sees them, only how they see the internet.

"Persona" was a jest towards https://en.wikipedia.org/wiki/Mozilla_Persona

I know, but it still works with the idea that a userprofile has multiple personas.

> Containers describes the implementation, not the user experience or benefit.

This. Sure, "contextual identities" sounds too academic, but who knows, maybe Containers (as a word) will become as ubiquious as Tabs are today (very common word in German today): Hey, dude, open a container ;)

I'd have gone with "facades" or "partitions" personally, because I'm seeing it as the divisions of your identity. But I'm thinking to a user they don't think about how the site sees them, they think about how they see the site, and keep their set of sites in boxes.

I would have used "facets".

In other words, you found that deliberately misleading (and therefore attracting) a public that only knows "containers" as a buzzword was more important than reducing ambiguity in the technical world. Nice. Ya coulda used cans, bottles, flask, vat, pot, vessel, tub, ... etc, etc.