Direct traffic is the cheapest traffic
Visitors who type your address arrive at no acquisition cost and with higher intent than most paid clicks. Direct traffic tends to convert better because the visitor already decided to look for you.
That channel only grows if the name is easy to remember and easy to spell. Otherwise every impression leaks into a search box and, often, into a competitor's advertisement.
Referral friction is invisible but expensive
Word of mouth happens verbally, in situations where nobody is writing anything down. A name that survives being heard once travels; a name that needs spelling out stops at the first retelling.
This is why founders often report that a name change produced more measurable growth than an increase in advertising budget.
A one-time cost against a recurring benefit
A premium domain is bought once and then costs a renewal fee. The benefit — easier introductions, stronger recall, better email deliverability perception, fewer misdirected visitors — applies to every campaign that follows.
Treated as an asset rather than an expense, it can also be leased, developed or resold later, which keeps the downside contained.