limbo - 9:45 am on Sep 1, 2004 (gmt 0)

I agree tedster.

E-bay is a good example of brandname recognition using a new domain to capture imaginations and add stickyness. It was initially registered under the domain auctionweb. I think the move to change that was a very positive one. The original had a very 'new to the game' feel to it, Ebay does not. It clearly defines itself as web company but does not give too much away (no pun intended).