I was going to comment that their name may not be great for non-techies to "grok" what the URL means to type it correctly. Hence it might hurt their adoption ra

I was going to comment that their name may not be great for non-techies to "grok" what the URL means to type it correctly. Hence it might hurt their adoption rates with mom-and-pop web stores (since I was about to recommend it to one). But then I noticed they also purchased adgrock.com, too. Good planning there.