I think the stated "myth" is a bit of a red herring. A seasoned domain investor would never claim that shorter is better just because it's shorter. It's more accurate to say that, all things being equal, shorter is easier to sell, and generally conveys more trust and authority to clients/customers. To illustrate: StructuralEngineeringCorp.com is clearly more meaningful to a potential buyer than ZWQP.com and thus likely easier to sell to an end user (liquid value is a whole other issue, though). But... Nuvo.com is a heck of a lot better than NuvoStructuralEngineers.com There's a very good reason that most brandable marketplaces report that the majority of their sales are of domain names that contain 8 characters or less: people like short names.