mememax - 11:02 pm on Dec 22, 2011 (gmt 0)
forget about google.
That's it. You have to think about your users, if you got a easy to remember and distinctive name they can access to it directly. Imagine that your name is a keyword rich domain and one day a competitors ranks higher than you. That user may find equally useful that site because he doesn't remember yours.
don't forget the power of direct-referrer traffic. google is important but you have to focus on users first.