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You raise a very valid marketing discussion topic viz; generic verus brand I'm personally of the view that (and this has always has been the case) the generic opportunity is somewhat less than that for branded. You are right though that building a brand requires considerable resouce and knowledge and is not without a degree of risk. It's also sometimes difficult to distingush where generic marketing stops and brand marketing begins.
Having said that I would agree that the above name may have a pretty limited appeal - but people do the most extraordinary things - sometimes!
Completely agree on the generic / brandable debate, i have for sale on my website Spooking,co,uk and have it on my brandable domains page and not generic domains page.
Some would say this is generic but then a generic is anything in the dictionary and ASBO is in the dictionary.