Aesthetics. Marketing, including domain names, is terribly important. Why did all of the Facebook clones which existed pre-Facebook fail? Is it because of the unwelcoming black screen of ConnectU or ConnectU's name itself? Were Zuckerberg or the co-founders connectors? Was it what Facebook did right or what ConnectU (OK, or houseSYSTEM) did wrong? Domain, logo, look and feel all play a factor in brand and they all matter -- at least to some degree.