In my opinion: Those words directed to our unconscious to grasp the product as something that is already a part of us, to make us feel that it was created personally for us.
The CEO of Zappos.com says that "every call is perceived as a way to
make a positive emotional connection with a customer." So, what does
"emotional connection" mean? It's about capturing hearts and minds,
for how a company makes us feel determines our opinions about it and
our buying decisions. It is more psychological than logical. And,
more unconscious than conscious.
source: Four Key Strategies for Building Emotional Connections with your Customers
Make Your Potential Users Feel Significant
The need to feel significant is ingrained in all of us. There are many ways to make a person feel valued. Make your users feel important by letting them know your service is created personally for them.
Those websites start to trigger this emotion right from the website name.
Significance: feeling unique, important, special or needed
source: The 6 human needs why we do what we do