What's the most overlooked quality of a great domain name?

[magnetmagic]

Hello everyone, my name is Chris and I run domainskeep.com. Our marketplace focuses on brandable domains for startups and businesses. Since I'm new to this forum and also new to domain in general, I wanted to ask a question to the veterans here: In your opinion, what's the most overlooked quality of a great domain name? I'm excited to hear your thoughts!