I wanted something really important the other day. I do not remember what it was but to make a long story very short (which is unusual for me).
Turned on my PC in the USA
Typed Search Term Into Google.com
Returned a very cool named and nicely developed .im site somewhere on first page
Site had just what I was looking for
Happy Customer
An .im works as well as anything else for an end user. The .im was a nice name, nothing special but very meaningful to the site.
Ironically, I forgot what it was, I just remembered it being .im which is the part I'm supposed to forget according to domainers. I have irrational memory loss I guess.
Anyway - this is getting longer by the minute - it was likely on an .im because it was CHEAPER and probably a LOT CHEAPER which makes it great for a good end user and probably a poor investment to "squat" on... yeah, I said it

SQUAT. Or Invest, or whatever... If you're on the other side of the equation and you can get a clever name.. go for it ... Ignore all those people that say you have to have BOOKS.com if you're a BOOKSTORE..that's just crap.
But don't invest it unless it's undeniably great imho or works really well with the .IM .