My web site is completely non-commercial. I do not derive any revenue from the site. I am the founder and owner of a small business, Occasional Expressions, which sells gifts. Much of our business comes in through the Internet, and indeed we do a great deal of advertising for our business over the Internet. Although some domain names consist of the name of the company, person or product owned by the person that owns the site, very often that is not the case.
Many domain names reflect, instead, the content of the site.
They may consist of a word or words describing the subject matter of the site, or the point of view expressed on the site, or some other aspect of the content of the site. In this respect, a domain name served much the same function for a web site as a book title plays for the book. Another way of finding web sites about particular companies is by entering their names into a search engine. In the case of my site, this information would make it clear to the consumer that my site is a criticism site that is in no way affiliated with Alitalia. Although consumers sometimes use the internet to try to locate a company itself, for the purpose of doing business with that company, that is not the only reason why consumers use the Internet for searches related to a company.