I think bedding not insurance. I guess its a lesson on if the first thing to come to your mind is as common as you think or can you make an advertising hook that puts it into everyone's mind.
Edit: Why downvote a comment like this?
"Looking for ladies night near you? Triple w cover dot com for more..."
Hmmm, tough crowd. I guess 6 figure domain discussions trend that way. Definitely a reason to avoid paying for them. Check!
"If you need coverage, just go to coverage.com!"