These metaphors acquire meaning because we are able to connect and associate even disparate things. For example we can say: 'he was turned off by the behaviour of his boss.' The title of George Orwell's famous book Down and Out in Paris is another good example of an orientational metaphor.
We do not have words to describe everything. The first ray of the sun does not have a word and the first kiss of the lover is still just a kiss. These lapses of language create dents in the perception of reality.
Personifying metaphors are used to lend spectacle as well as intensity to an act of communication. Abstract entities can be conceived metaphorically in terms of human life and expressed as capable of living and growing. 'Life' of a government, lifeblood, 'economic' growth are good examples. When one says that qualities reside in someone or something lives in memory, the human tendency to equate the inequitable is brought to the fore. When someone gives me the ghost of a smile, I am compelled to marvel at how the brain googles and establishes links.
The word 'etheral' could be a good substitute since it combines 'ether' and 'all'. It is relevant because it makes one remember the aspect of the Universe - that vast domain which we all inhabit and our email address is a strong reminder of where we actually belong. After all, where is this gmail.com
John Seely Brown