This is imo nice example of domain which sounds good, and has a meaning. So when one hears it first, it looks good. But when asking most important question (who is the end user who will not be able to resist the name)..I do not see answer so clearly.
So who you guys think will be ideal end user for that? And is the name good enough that it will overcame the fact that it is new gTLD? Personally I do not feel it and I think it will be quite difficult to make a profit on it, but what about other's opinion?