Scoble breaks a rule

I see that Microsoft's Scoble is switching his domain name to http://www.robertscoble.com/. Obviously, that's a better domain name, but isn't it dangerous to change your address when you're one of the most popular blogs in the known universe? He's aware of this risk, of course, and wonders aloud what will happen to his search ranks, RSS subscriptions, etc.

I’m really curious about how this will turn out. Is Scoble at the level where he can do stuff like this? Are people are so interested in reading his thoughts that they’ll find him wherever he is and update their RSS subscriptions? (I know I will.) Is it possible to get to such a point of popularity that you can break a major marketing rule and still be successful?