.LY of course! Jingling .LY domains in marketing

Just noticed a long and awkward URL for The Week subscription service in the UK:
http://www.the.week.magazine.co.uk/
Now, just imagine that they had to run a TV campaign.
* How many people would remember it? – Practical.ly none.
* How many people would bother to type it at all? – Very few.
Now imagine it all be based on:
http://Week.ly/
Simple, jingling, impossible [...]

Real.ly like the simple concept of services such as bit.ly, even thought about launching another one – but there are already too many of them on the market and competition is getting tough: