What are your feelings on the future of "keyword" domains remaining "SERPS friendly" as opposed to "brandable" domain names? It seems totally logical to me, that as Google's algo gets better at determining SERPS via on-page factors and "user search" profiling, that the constitution of a domain name will become less and less relevant over time.
Thus spending the time building up a domain "brand" thats easily memorable will long term have major benefits in SERPS terms (the other benefits to branding are wel documented anyway).
IE: long term, "widge.com" will be better than "buywidgetsonline.com".
The domain name is just one very small item in a very multifactored algo. As I look at search results it looks to me that one can do extremely well without having the key words or word in the domain name.
I agree a short memorable name makes more sense. Also a less specific domain name leaves you open to expand in different directions.
This isn't to say you don't put the key word anywhere in the URL. Subdirectories should be named according to their overall topic and the .html should have the main keyword of the page.
domain: wigelatte with directory: wigelatte/coffee/ full URL: wigelatte/coffee/almondsupreme
or almond_supreme or almond-supreme the jury seems to be out on what is best.