[BRValentine]

Seems pretty clear to me that the right answer here varies case by case. My company sells enterprise software in a fairly niche market. Some people in Europe are squatting on our .com, so we have .io and .co and use both for various things. We're a startup but have achieved pretty good name recognition and visibility among our target customer base through various marketing activities and plain old hustle. Also if you google our name, the entire first page of results are refer directly to us (website, crunchbase, linkedin, etc.). So from where I sit it would seem to do a lot more harm than good to change our name at this point in pursuit of the .com. Respect for PG etc. etc. but this is not a one-size-fits-all question.