If a domain is named on alphabetical symbols, the sequence of letters has to have a sound to it, and the sound should be pleasant. The domain name qwf.com isn’t just unattractive to look at, and it’s not just that it’s sound would be unpleasant. Even worse, it has no sound at all. Mere brevity of a name is no substitute for pleasantness. The domain name qof.com is a bit better. At least, this sequence of letters has a sound in the interpretation of most languages that use the Roman alphabet.
But qof is not a beautiful word. It starts with a plosive and ends with a fricative, that is easily associated with anything muddy or slimy.
Furthermore, o and u are dark vowels. They do not smile like a or e or i. The a sound feels positively male and authoritative. It radiates more credibility than all other vowels.
Therefore, ama.com beats qwf.com many times over. And a domain name starting with a also has the benefit of being listed in the top part of alphabetical orders.
Sound is more important than shortness. The domain amaga.com has two more letters than qwf.com, and nevertheless it is much better. Even in the seven-letter name amaraga.com would still be better than the qwf.com nonsense.
And names similar to amaraga.com may even still be available for mere reqistration fees, while any three-letter combination with a com ending has a five-digit US dollar price for sure, as speculators have bought everything up to four letters of the com segment.
1 Kevin Lane Keller, Susan E. Heckler and Michael J. Houston, The Effects of Brand Name Suggestiveness on Advertising Recall, Vol. 62, No. 1 (Jan., 1998), pp. 48-57
2 Krishnan, H. Shanker; Shapiro, Stewart, Comparing implicit and explicit memory for brand names from advertisements, Journal of Experimental Psychology: Applied, Vol 2(2), Jun 1996, 147-163.