On: Ask HN: Are uncommon TLDs (.ly, .io) viable for average users?

If you recall a while back, a blog post became the top result for typing "facebook" into the firefox address bar (or something along those lines - see http://jonoscript.wordpress.com/2010/02/18/some-people-cant-...).

If the conclusions of this are to be believed, I would say that the URL matters very little.