And how many people do a search direct from the address bar? Very few I think. Most use a reputable search engine and possibly as many get emailed the link by a friend recommending the above average service NOW will be offering.
flynow.com is not as likely to be returned after a search string based on Now Airlines because it is missing a vital part of the company title. No demarkation between the 2 words is also difficult to read and even more difficult to type as you have to concentrate on the correct spelling and check each letter where as using the hypen allows a simple glance to confirm correct typing. Tidier and more direct hits rather than lost souls heading to the US sites before gettting where they want to be.
You sound as cynical as JMC-boy.....Could this be yet another alter-ego?