Each will have their own unique look. And people from outside their service get to look too. AOL has opened up a mirror to popular FTP sites on the net. This has been well received in the net community. But the clean up act, the new leader of the online business, will be the one who makes it really easy for anyone to publish a website on their server.
Email addresses are a great promotion vehicle for the service.
Website addresses will promote the service even more widely. The economics are simple. The user pays a small monthly fee for the site, assuming it gets a reasonably small number of accesses. After all, the goal of every writer is to have lots of readers. Winning is a happy time, not a problem time.