Every week I have the pleasure of observing a newcomer's creativity when naming their new website.
Hands down - I love the inspiration that runs through these new entrepreneurs minds! In fact, I wish I had half their talent sometimes.
The truth of the matter is though, when it comes to your website, you want people to know your name. And if it's not your name you wish to feature, you'll want it to be the name of your business (whether an online presence or brick and mortar location).
Look at any successful business man or woman in the world, and they are going to be known by theirname.com. They don't want people to have to guess, and in a world with a 3.5 second attention span, they want their potential customers immediately front and center.
So instead of choosing www.im_in_hiding.com or www.incognito.com, consider leaving your talent to all your upcoming sales campaigns, and allow your name to grab peoples' attention.