So far it seems to work when you say it out loud. Writing it or reading it is another challenge.

Unfortunately, the most common response we've gotten from my company's .co domain is "there's a typo in your email/business card/publication etc." i.e. "you forgot the 'm'"

We're using another name instead with a .com for our primary url. Still waiting for people to be accustomed to the .co domain. Too bad since our .co domain would be much simpler.

Or just 1) do something outrageous, 2) get posted on Slashdot, 3) wait 40 seconds, 4) then point your advertisers to your logs and say "Hey, readership is up!"