One thing NFFC. Certainly Google could read the keyword in brandkeyword.com. The open question is: are they actually doing this? My belief is that they aren't for ranking purposes. One problem with this idea is any such attempt at such parsing could lead to undesirable results. For example, if someone is rugrats.TLD, if Google parsed that as "rug" and "rats", and the site were coming up for those individual searches because of the domain name, this would be bad results.