Author here..My focus isn't a google seo play, it's a 'build a business' play that leverages all forms of marketing.. word of mouth, bumper stickers, billboards, search, social.. A neat, easy to remember domain can do lots of good when building a brand..

Related domains can do as much harm as good.. a good article to read:

https://blog.nuts.com/were-going-nuts-dot-com/