I once worked for a publishing company that put out several agricultural industry publications, including a magazine for beef producers. Later on I worked for a different publishing company that also put out several agricultural industry publications, including a competing magazine for beef producers. One time there, the big wigs flew in from New York for a strategic planning meeting; part of our analysis was to compare the two magazines' online content. Rather than bring up on the giant screen at the front of us all the BEEF magazine website (beefmagazine.com), the boss brought up the beef magazine website (beefmag.com) instead. I thought that was funny.