Seth does a nice contrarian take to get people’s minds thinking, but fails to caveat it sufficiently so let me do so.
As always: It depends. Here is a Google Trends on books vs. Richard Halliburton (a popular author in the 1920’s and 30’s):
As you can see, ranking #1 for Richard Halliburton would manage to get you exactly nowhere. Creating brands requires having a strategy to create brand awareness. If Shoemoney registered the domain and did nothing, it would not drive traffic to him. All things being equal, he might have done better if he ranked #40 for a big generic term.
I would rather be #40 for books than #1 for Richard Halliburton!