Ross said:
Thank you very much for the input on this

!
No problem

and I will chime in a bit more if that's OK
I think many newbies, myself included, think that all there is to domaining is to come up with a name, list it with the brokers and lay back to dream of driving a Ferrari down Route 66 with a dazzling partner sitting alongside you. It doesn't happen that way.
What I learned is that what may make a good business name, advertising slogan or catch phrase, doesn't always mean it will make a good or valuable domain name - there are other factors to consider beside the actual name.
However, you don't think of that at first and you sit and wonder why nobody wants a name you think is money in the bank. I didn't appreciate the significance of letters, singular versions and plural versions or many other factors.
I may be wrong, but to me domaining is the same as any other "profession" if you want to go into it, first you have to learn about it. I wouldn't change my career and go into marketing without going on some sort of course, attend workshops and network. But I think many newbies think it is easier than it looks. In any case, at least where I live - there are no courses or workshops!
When the penny drops they may do what I did, subscribe to newsletters, read domainers blogs, join forums. Great - but then you are faced with terms that look like a foreign language. There are few people "off-line" you can ask so you try to figure it for yourself. When I first came across forums I thought CVCV.com was a domain name! I finally worked it out, but then it took me a while to work out the significance. Some, again including myself, would be confronted by "TLD" "CC" "IDN" "PPC / CPC / CPM Programs" affiliates, turnkey and wonder what they mean - or perhaps think that's only for advanced domainers and not worry about it all that much. Then there is forwarding, masking of domains and the benefits or drawbacks.
Another thing I think newbies may need to know is the choice of registrar. I have hundreds of names registered with a registrar nobody seems to use, so to an extent I am stuck with them unless I transfer them all to a user-friendly registrar.
The thing I like about this forum is that you can ask. No one is going to make fun of you or pour scorn on your naivety - and your idea to have such issues addressed in one place would also be a great bonus.
Sorry for the long post - and good luck with the project.