So, I was asked, why the long domain name? For one thing, Passion.com is taken, and looks to be successful all on its own. 

But more importantly, the way people use the Web has changed. Looking at Google Analytics (I can't wait to try ChartBeat), it looks like no one is typing in the domain name ("direct navigation" in industry parlance) - more and more this also applies to generic, niche, short domains as well (like CreditCards.com). Instead, all of the visits are coming from social media interactions: Google, Twitter, Facebook. Where does most of your traffic come from, and do you feel like there's a fundamental shift happening from Google search traffic to Facebook and Twitter-linked traffic?