Several years ago while securing a domain name for a client, I suggested that they get several variations (full name, initials, etc) of the company name because the name was fairly long and hard to remember. The president complained that he hated when websites had more than one URL because he never knew exactly which one to use. He said, "I hate the American Airlines site because I never know if I should use AA.com or AmericanAirlines.com."
More recently, this same president complained that the signup page on his website didn't tell him what to use for his login name. He wanted it to say exactly what people should use for a login name like, "Use your first inital and last name for your login name." He said, "If a site doesn't tell me what to use for a login name, I end up choosing something random that I can't rememeber later on."