Thanks for the feedback. Yes, that's the right, the main reason is traffic/domain authority. The current site has gathered some backlinks and ranks high for the niche we care about.

The way I look at it, 99.9% of our traffic is consumers and all our paying business customers started out as consumers, since <x>.com can be more brand able and trustworthy, I think it has higher likelihood of ranking even higher eventually which would increase our funnel.