Most businesses fail. You only see the ones that make it. And there are a lot of reasons why. But one of the major stressors for a startup is limited cash-flow and more accurately mis-allocation of cash. The modest startup, the lean startup, the frugal entrepreneur is the guy that can survive the droughts and dips and still keep going. You really don't 'launch a serous brand' if you're bootstrapping. And even with deep pockets businesses fail. Investors really don't care about how polished your website looks or your domain. They will see that you will be careful or careless with their money as you have been with your own. They were there once too. So I would say, is a branded domain for $5K+ worth it when you can get one for $20 and use that capital to get much further along in your business design, testing, marketing, sales and revenue generating activities? Revenue is much more important than your domain name. Once you have positive cashflow, and some sales, it's a different game. In fact, if your idea is truly worth preserving, you may not want it on it's brand name out so you can stay in stealth mode until you have that backing that can make it a major brand. But that's if you're boot-strapping and don't have a rich dad or family trust left in your name or are a serial entrepreneur with at least one profitable exit already. If you do, then by all means, grab the name and develop it. (The key underlying issue here is ego in my opinion. People want to be seen as big, before they are big. And being ok with being 'small' and 'unknown' is actually where I think success lies in the begining. Because then you know you are doing it for yourself and to help others. Not to impress anyone.)
