> If you have a US startup called X and you don't have x.com, you should probably change your name.
But they do own https://twake-drive.com/ already? What exactly is your point here? Either you misunderstand the linked article, or I do. But seems people would be able to find that just fine if they search for, as twake-drive.com comes up as the first result when I search for "Twake Drive".
Besides, Graham's articles are almost always geared towards startups in one way or another. This doesn't seem to be that, so not sure I'd even try to read it if I was the owner of Twake Drive.
The name is hard to convey. Try telling someone verbally how to find it without error: "Twake. No, not take - like Wake with a T, Twayke. T double you ay kay ee. Oh, and there's a hyphen in the domain. T-Wake hyphen Drive dot com."
Re: should they read it? Either you want your product to spread, or you don't.
If you're posting it on HN, you want to share it, and for it to be shared. A tough name makes it harder to share, so you have to decide if you really want your product to spread or not.
> If you have a US startup called X and you don't have x.com, you should probably change your name.
But they do own https://twake-drive.com/ already? What exactly is your point here? Either you misunderstand the linked article, or I do. But seems people would be able to find that just fine if they search for, as twake-drive.com comes up as the first result when I search for "Twake Drive".
Besides, Graham's articles are almost always geared towards startups in one way or another. This doesn't seem to be that, so not sure I'd even try to read it if I was the owner of Twake Drive.