It's a very nice domain, but hardly an ultra premium and it really doesn't work that well as a brand - it's really more like a partial brand. Usually a company would use Feature+Word or Word+Feature as their core brand, which makes it a very tough sell given the $$$$ it will eventually go for at TBR auction.
When I try to use it as a brand, as in "Hey, let's go over to Feature" or "So what did you buy today at Feature", it seems to be missing a word. My brain automatically goes to "Creature Feature" or "Feature Film", etc.
But I bet a whale will pay a LOT of money just to own the domain and probably won't care if it ever sells.
So I went to all the trouble of signing up at Register.ca and just like FM said Register.ca uses the same system which I assi=umed meant the same software.
Well....
Turns out it's actually the same GRAPE system, all links after registering at register.ca lead directly to grape so any domains won by Register.ca will end up actually at the grape auction.