true- that what "brandable" is all about- you yourself got appraisals on hotklip that you got with the mobis as a package- same thing- a different spelling of a word that is going to need to be spelled out until the name creates it own brand (hotklip, hotclip)- like flickr or orbitz- so you must think misspellings have "some" worth outside of mid xx, no?
any brandable is only worth the potential the buyer sees with development- the word itself generally means nothing- but can kuwl be branded?- yes it certainly can- and it could possibly become a very hot site for the "younger crowd" its a great name for something like that-
again- just my opinion