If I want to go to youtube I either type in the name or use the link on a Google site I am using.
I would not randomly type in names for kicks.
How hard is it to type in ebay.com or paypal.com? For that matter sex.cam if that was a branded name to me.
If I am looking for a topic I use a search engine. Usually my query is 3 or more descriptive words so I don't get a lot of useless BS (search spam) -- but that is me -- I am hardly a typical Internet user.
If I was a typical use I would be at Facebook using their search
Don't underestimate the value of top-of-the-mind branding. I think this kind of branding is earned. It is the best but also the most difficult to achieve -- it has to be your goal however to really succeed -- look around you -- we cannot deny this.