For us (Splash.io), it was a matter of not having the ability to purchase splash.com, and that our URL is not really that important (we are a mobile app, App st

For us (Splash.io), it was a matter of not having the ability to purchase splash.com, and that our URL is not really that important (we are a mobile app, App store ranking and searchability is a way bigger issue). Plus, .io seemed reasonably acceptable for our product. We also nabbed getsplashapp.com, but splash.io is shorter, and I think easier to remember.