"search for 'somecompany'" only really works if you have enough seo for all search services for that term. "somecompany.com" is something that gives just enough context to let you know it's a webpage and you type it in your browser. Just like #pokemongo lets you know it's a topic, likely on twitter and @pokemongo is the username of a company, likely on twitter.

But on the "pro" side for searching, it should help autocorrect people who can't remember the specific name or the correct spelling.

I wonder how much of this is related to historical inability to use native characters in domain names.