I wasn’t the only one scratching his head when I read the TechCrunch story announcing Twitter founder Jack Dorsey’s new, very cool, credit card reading startup. It’s called ‘Square’. But the domain is squareup.com. Here’s Elliot Silver’s take (links to full post)

TechCrunch reported today that Jack Dorsey, founder of Twitter, has launched a mobile payment service called Square. While the actual product/service looks pretty cool, I am surprised that someone with the capital resources such as Dorsey would launch a new brand on a domain name that is different from the actual brand.The big problem for Square is that they are using the domain name SquareUp.com for their website. This really defies logic to me for a couple of big reasons…

Exactly! Can’t afford it? Not worth it? It’s just a domain name? But it is difficult to supply the facts that support our side of the argument. The best evidence I’ve come across that supports, with data, the efficacy of a great (generic) domain name comes from Edwin Hayward at MemorableDomains.co.uk with a report entitled visit site to read more]