And having a good company and paying a lot of money to advertise it using a crappy domain just doesn't have the same impact. It's like a guy with a great CV walking into an interview dressed like a bum and sucking on a bottle in a paper bag. It doesn't give the best impression.
For example, imagine that big bus station ad for expresscarandtruckrental.ca using say... express.ca (owned but not used by express.com) or even expressrental.ca (available for handreg). I've heard this from ad guys and I believe it, that people do not register or remember long and convoluted domains in ads or other promotions.
12 letters is the accepted maximum for recall and 10 or less is even better. There are other factors such as the number of words (a slightly-longer 2-word domain is better than a shorter 4-word) along with the impact and recognition factor of the words, but generally speaking, shorter is better.
So spending a lot of money to advertise using some 24-letter monstrosity like expresscarandtruckrental.ca is kind of a waste of that big pile of money.