The gross overuse of the word "my" in recent years, mostly used in naming services rendered online or various websites, possibly indicates corporate culture's desire to "bring the internet to the user." Given that most internet users have absolutely no idea which way is up, corporations naming their wares "my (whatever)" is a way for them to make the user feel like they're using something made especially for them.
I don't know about you, but when I see a page titled "My Account" or "My Computer" or "My Glockenspiel," or whatever, it just makes me feel silly, like when a directory is refered to as a "folder." What's even worse is when someone refers to their whatever-it-is as "my whatever-it-is," which indicates that whatever they're talking about is, in fact, their own. The internet is, after all, not a bed and breakfast, nor is it Burger King -- you don't and you shouldn't expect to automatically get everything "your" way.
Answering emails from lusers at my low-income tech support job always has me feeling like a doofus when I tell them to click on "my account," when the account is actually theirs. Most of the time the luser seems to understand, although I've had a few think I was actually refering to my own account and ask how they could get into my account. Given the average ignorance of the average internet user, the word "my" only complicates things and creates the need for even more hand-holding.
Using possessive adjectives to name possession-neutral nouns is not only gramatically incorrect, it not only sounds really stupid when spoken aloud, and it not only creates unnecessary confusion; it creates a culture of neophytes who think the internet is "theirs." There is really no point in it. Why not just call it "your (whatever)" and prevent the no doubt unlimited misunderstandings?