Some think that the availability of the dotcom name should lead the brand-naming process, and if it’s not available not to use the name. Having the name.com is seen as the prize. I don’t see it as a priority; Igor doesn’t have the dot.com but that didn’t stop us choosing it as our brand name. We show up at the top three when you search product naming, and that’s what counts.
Copywriting for Design, Advertising, and Marketing by Mark Shaw interviewing Steve Manning of Igor