While generic word .com domains attract lots of traffic which is good for banner farms, it hasn't seemed to have much of an effect on which businesses are on to

While generic word .com domains attract lots of traffic which is good for banner farms, it hasn't seemed to have much of an effect on which businesses are on top of certain markets. I mean, who the heck is 'search.com'? And would anyone have thought 'google' would be a far more important term meaning search than 'search'?