One of the things discussed here that isn't as frankly discussed in detail is the diminishing value of a one-word name. A startup such as "color" has little val

One of the things discussed here that isn't as frankly discussed in detail is the diminishing value of a one-word name. A startup such as "color" has little value in selecting such a name, at least comparative to the value the name has itself. As Graham discusses, a little iteration, many beers and constant thinking could probably create a name that would only be slightly less effective. Wufoo is such an example. Both are short but with both, I literally have no idea what they do at first mention. But they're both memorable and fit generally good brand rules - while Wufoo, undoubtedly, was a much cheaper domain. But the one-word benefit is strong, and tangible, with a domain such as "shirts.com". Here, there is real and significant SEO benefit, as well as potential branding benefit when posited correctly. When not attached to the physical product - or at least without significant "what the hell this does" connotation - the value of a one-word domain is really not that significant comparative to the perceived mass market value of many of these domains.