Today was/is/will be all about Hurricane Rita. On a marketing and PR note, this "brand" was invented last week when the tropical storm was named. Now we all refer to it like Nike. So much for my belief in the Ries philosophy of "it takes 10 years to form a brand". There is no doubt that Katrina is a brand, not a good one, but a brand nonetheless.
On a software note, we recently added first responder capabilities, volunteer coordination to supplement stuff already in place like newsletters (prioritized for first responders of course). That is all great technology that actually helps people in a time of need. Based on the number of newsletters relating to Katrina and Rita that I have seen go by in the last few weeks, the sum of the parts is very cool.