Inc.com : What We Can Learn About Great Domain Names From Unicorn Startups

There are two clear trends we can pull from unicorn domain names:

• First, simplicity is key: These domains are exact matches to business names and reject generic words to describe the industry. It's not SlackInc.com or StripePayments.com (although the latter redirects to Stripe.com, showing that a brand protection strategy requires acquiring domains that could be mistaken for your brand). There are no hyphens, numbers, or special characters in sight.
• Second, a .com domain extension is best: Industry-leading unicorns need to dominate the digital landscape, and customers implicitly recognize the prestige of a .com domain. However, there are exceptions.