Building a brand online doesn't have that much to do with the URL anymore. There are really too many company examples to name. The fact is that everyone knows

Building a brand online doesn't have that much to do with the URL anymore. There are really too many company examples to name. The fact is that everyone knows how to use google. Even serious tech laggards understand that you search in google and then click a link. The days of people searching in the address bar are very over. It sounds like these guys have done a great job building an Internet property, but the value is in their content partnerships, SEO, distribution etc. Maybe the URL gave them motivation to start the company, but they would be doing just as well with choco-latefan.com