From an SEO perspective I do agree that domain name isn't as critical as content. From a company perspective I do think a domain name is important when it come

From an SEO perspective I do agree that domain name isn't as critical as content. From a company perspective I do think a domain name is important when it comes to being easy for people to remember, related to the business properly and uses a well known TLD. I think the use of the classic TLDs will become less and less important with time, but I see a lot of people nervous if a site is using a new TLD they haven't heard of. This matters depending who your target audience is in the end. If it is engineers than probably less important, if it is general consumers the importance is higher. Also, I generally try to avoid abbreviations in the name but at the same time try to avoid long names the best I can. Outside of that I wouldn't get overly excited about it myself. But to answer your question, I won't name a company unless I have done searches for decent domain names I think are easy for the target audience to grasp/remember and type in.