Who would of thought that Google would be such a popular domain name.  Its probably the most popular domain name (destination) on the Internet and of course that would qualify as a so called "catchy" name.  If you're considering a domain for branding purposes than you are probably not an investor.  So if you ARE a domain investor, you probably want a generic domain name because of the marketability of a keyword domain name to a wider net of potential buyers.  Also, keyword or generic domain names get organic traffic coming straight from the browser if its a .com name.  Home Based Business (dot) com is a perfect example of a keyword or generic domain name. This domain is probably worth between $150,000 and $250,000 currently.