As just posted by one of our readers, .li domain names (those of Lichtenstein) stand little chances in branding when comparing to .ly.
Larysa did put it nicely in one sentence:
While, in English, there are about 8,000+ words ending with “ly” (we daily use only 800 words) – there is hardly any brandable word ending with “li”.
There are 73 words ending with “ly” among 3,000 most-used English words, listed by descending popularity:
only, usually, family, really, early, probably, slowly, quickly, finally, carefully, suddenly, fly, nearly, easily, exactly, especially, actually, simply, hardly, certainly, Billy, supply, directly, completely, quietly, correctly, likely, clearly, closely, friendly, rapidly, generally, immediately, Italy, softly, particularly, mostly, lovely, gently, Sally, frequently, gradually, slightly, surely, daily, greatly, merely, safely, entirely, recently, highly, partly, lonely, July, fairly, eventually, naturally, perfectly, tightly, badly, mainly, firmly, widely, equally, fully, properly, occasionally, deeply, originally, happily, constantly, silly, and possibly