"since no one is typing a url by hand" - that's a pretty big assumption, and if you proceed under that assumption you better nail the SEO for your company name.

"since no one is typing a url by hand" - that's a pretty big assumption, and if you proceed under that assumption you better nail the SEO for your company name. Google gives better rankings for .com names so at least make sure there is not another active company using the .com. It definitely depends what type of audience you are targeting as to whether they will be savvy with not owning the .com or not. I know a couple startups that assumed they didn't need the .com that ended up paying a fortune later to get it because their brand was established and it was too late to change. roollr.com actually seems like a decent domain, just be prepared for the misspellings and make sure there is not porn at rollr.com, rooller.com etc...