I'm having a radical rethink about domain names and the way end users should use them. Ultimately this affects our profitability, and the value of our investments. I tried 3 searches - " car insurance ", " bank loans", " watering cans ". In all cases the sub-directory of the search result was significant, and the domain name had little relevance. With omni-boxes being used for both direct navigation and search entries, and Google "correcting" spelling and deciding what the surfer should see, rather than what he has asked for, I think it may be worth our while to start to educate surfers in better ways to navigate the web. I can see a time when a name may be irrelevant, and companies will use a numbered directory in a Google cloud for their sites. Especially if this gives them priority in the SERPs.