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It could equally be argued that the more difficult and expensive it becomes to rank a site the more valuable a domain with easy recall and recognisable content becomes.
Well, no, because you either rank or you don't unless you're talking about scraping the odd sale here and there from ridiculously long tail phrases which I'm guessing anyone investing so much in a project isn't really interested in. Lights.co.uk isn't going to get you anywhere quicker or cheaper. If anything it's going to be more expensive as you've lost half the important metrics. So regardless, you'd need the same budget for each. If you don't get to the position of gaining customers, then recall is irrelevant surely as you've no customers anyway?