Domain Name, Shorter is Better

In the mobile era, the fewer characters to key, the better --

Renowned Sound Isolation Store Shortens Domain Name to IsoStore - Press Release - Digital Journal: "For years this online sound isolation product reseller and manufacturer, known as Sound Isolation Store, was found online at soundisolationstore.com. In an effort to set their company apart from the competition and to create a catchier name, they have officially changed their domain to simply isostore.com."

I have no idea what those new gTLDs with long extension names were thinking, do you?

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