Kelli, people get excited about more things than brandability. That's just one aspect of the business. Sometimes companies that can't afford to shell out money for a "brandable" name choose to go the route of short vs. recognizable. SYXE.com looked like just another OK llll.com until it was developed into a free hosting service. I'm sure the owner paid either regfee or low $xx for the name at the time, and now, the name would probably only be worth a few hundred to the right person. That's still a relatively high ROI. Not everyone is looking to sell to big end users -- in fact, reseller-to-reseller sales are what keep the business afloat.