It also met our third criteria. The very best domain name should be one you can guess. Sure enough, there it was. If your business name is too clumsy, look for something that relates to your business. Perhaps both domain names would be better.
Many people are poor spellers.
Still others are poor typists. If you always have to explain how to spell your domain name, then it's not a very good one. Which leads us to another issue. But as you grow, you'll wish you had purchased the common misspellings of your company name, or at least the .net and .org versions. If you're successful, your competitors may make a nice living off the traffic from poor spellers who intended to get to your site but weren't apt with the alphabet.