Via The Economist:
In one hand, for me, this was misleading as I read the article with more attention as I would others, as supposedly it was about industry associates. On the other hand, having the domain Chocolate.com in the press gets more traffic to Chocolate.com the website. Good or bad? This is a good example of the good and bad of using generic domains as brands. It may help in one hand as more gets to know your domain and may land on your site, it may hurt as you have no control of how the press uses the domain, and it may dilute your brand.
Source: Posted on TheConceptualist by Sahar Sahid -- Reprinted with permission -- April 20, 2008