It depends on the marketing budget. If you're spending $100+ million / year on advertising, paying a few million dollars for a domain may make sense if you're plastering it all over other print and digital media.
You have to think of it in the context of how much money some companies spend. DigiCert sells a "Secure Site Wildcard" (non-EV) SSL certificate for $2k / year. If companies are willing to pay $2k / year for something that advertises their stupidity...
You have to think of it in the context of how much money some companies spend. DigiCert sells a "Secure Site Wildcard" (non-EV) SSL certificate for $2k / year. If companies are willing to pay $2k / year for something that advertises their stupidity...