Rakuten also bought Play.com, the UK store selling video games, DVDs and music. Whilst Rakuten is now pushed pretty heavily on the site, the URL is still Play.com and the Play.com branding remains.
Curious as to why they wouldn't/aren't do(ing) the same for Buy.com?
Technically, play.com isn't actually a UK store - they're based in Jersey which isn't part of the UK and isn't subject to UK or EU consumer protection laws.
Curious as to why they wouldn't/aren't do(ing) the same for Buy.com?