What he mean is that users today do not care what site or domain name you have. It is your content that matters. Users will just Google up whatever they want and they will hit whatever content relevant to the search out there.
Say for instance we have this war going on in our ADempiere project over control of assets and domain space among which there are squatters or opportunists stealing our domain names and hoping to get alot of hits from it. Well, the truth is that no one knows your name and probably just search for the category or exact question they have for example, "Free ERP solution for beer industry" and guess where will they hit? Most likely not ADempiere or even FreeERP or OpenERP if there is some site out there already having such information within its content base.
It is from more sheer content that users repeatedly hit that makes the creator or domain name no matter how obscure famous. Take for instance I always hit roseindia or vogella when asking about Java issues. I do not hit oracle.com or java.com that readily.
Thus Thomas Bayen theory to me seems right. Create real content, and the world will find you. Not holding the right domain name does not matter. This fits into the earlier theory I learnt in the 2000s during the dot-com crash era that it is the 3 Cs - Content, Community, Commerce.
That is what I did also at my www.red1.org site which harbours content of Compiere and now ADempiere and onwards to the future iDempiere.
(pic shows Thomas Bayen with one of his twin daughter Laura up in the attic where he held me captive for some days as his guest).
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