"The difference between the right name and the almost right name is the difference between Lightning and a Lightning Bug"
- Mark Twain
Your domain name must have Gravity, it should grab your audience's attention and give them a reason to take a closer look.
Additionally, your name should be memorable and resonate with your customers, while at the same time invite others in.
"Never judge a book by its cover"...that saying does not apply to the internet.
Consumers are the biggest judges of all, even people who don't know you will judge you based upon your name, stereotyping and profiling are par for the course on the Net.