Problem is, if you're not planning to build a brand, then you ARE planning to fail.
A business will soon be forgotten, dismissed, and bankrupt unless they build some brand recognition.
The entire purpose of launching a site for your company/products is to build that brand online, and help users find you online. So if you put up a site, and online branding is not your plan, then you might as well save the money it takes to develop a site, register a domain, and purchase hosting, and aim it at traditional markets.
I surely can't imagine a newspaper ad that just reads "Free Buy Help"...someone was sippin too much scotch on that one.
With that said, I can say that the better way of using this would be to direct the keyword rich domain to your company's BRANDED site. At least then you're getting some brand recognition out of seo spamming the search engines, and the search engines will then at least know who's behind it.
