Feedburner is a great service for optimizing and tracking your feeds. I use it myself on this blog. Feedburner has the ultimate switching barrier, all of your users are subscribed to their feedburner.com address. Locking you into their service in order to keep your subscribers from switching all of their reader applications.

Why would you ever need to switch? Well, Dave Winer recently wrote an article about his problem with the recent Google acquisition of Feedburner. There are also concerns about Google privacy, another potential reason to switch to a competitor. Or, maybe a better service comes along.

So, what to do? Well, fortunately Feedburner provides a way to bypass their switching barrier, but you need to make sure to use it before you build a subscriber base. The feature is called MyBrand. It’s free and it allows you to point your own sub domain to the feedburner service. Be sure to use it. Happy blogging.