I like persona too, or facade, or anything else that shows this is about what you present to the world... but most users won't think of it that way. Theyll think of it a keeping a bunch of sites in a box. They don't think about how the internet sees them, only how they see the internet.

"Persona" was a jest towards https://en.wikipedia.org/wiki/Mozilla_Persona

I know, but it still works with the idea that a userprofile has multiple personas.

> Containers describes the implementation, not the user experience or benefit.

This. Sure, "contextual identities" sounds too academic, but who knows, maybe Containers (as a word) will become as ubiquious as Tabs are today (very common word in German today): Hey, dude, open a container ;)