That all depends on what you are trying to do. You either want to "sell" with the name (cheese.com = Charlie's Cheese Wholesale) or establish an image to complement your existing business. I have personally never really cared for the businesses that use something other than their business name for the domain. It works in some areas (like the domain business, or shoes.com, etc.) but I have always thought the business name should be a business name, not some catchynameforadomain.com sake. Just my opinion.