[dqv]

A remembering problem exists with the main TLDs though. Alice's Home Cleaning Service needs a website, but the one she wants is taken, so she starts doing weird things with the domain: alicehomecleaning.com alice-homecleaning.com alice-home-cleaning.com alicehc.com

These domains are also worthless. I can say I would find something like alicehome.services a lot more memorable.

And with advertising, it's more about continuous exposure. So I see the alicehome.services car around town for the third time and say, "oh there's that weird domain again".