Ultimately the name "color" makes for weak branding, not only because it's already so widely used for so many things (even including a pre-existing software app

Ultimately the name "color" makes for weak branding, not only because it's already so widely used for so many things (even including a pre-existing software application), but because everyone and their grandma could introduce new applications with variations of the word "color" in the name and leech off color.com's hype, and I expect color.com may have a hard time claiming trademark rights to the word. It doesn't seem like the best plan, and you can't pivot to a new brand without sacrificing your effort and investment on the old brand.