I’m never going to remember a domain with a silly tld. I don’t necessarily think badly of the company when I see a link to one (I mostly think “fuck you ICANN”) but it is anti-memorable.
Granted, the domain name system is not ideal, but adding new TLDs, however long, is a better solution than dealing with having to name your company so you can get a .com that matches it.
I doubt this assertion is grounded in reality. Sites that resort to puns from cc TLDs like lobste.rs don't suffer from name recognition problems, and no one ever had any problem remembering twitch.tv.