Sounding in here - I bought the domain. Let's start with it was a lot of money, and to the credit of some of the folks here it remains to be seen whether or not the purchase was prescient or not from a ROI perspective. Whichever way it goes, the purchase won't be the reason that we succeed, or fail. Reasons for the purchase are enumerated in the article, but more than anything else, we're in the trust business and our customers cross-reference our web presence before spending thousands of dollars with us via our apps. Insurance is a business with consumer scale, and best in class SaaS-like economics (very low churn, predictable CF) - in this context, we became more comfortable pulling the trigger.