I noticed a pattern in my own projects and in many indie startups.

Late-night idea. Immediate domain purchase. Instant feeling of momentum. But no users, no validation, no real risk taken.

Buying a domain feels productive because it keeps the dream alive without exposing it to rejection. The downside is cognitive lock-in. Once you own the “perfect” name, you resist pivots and start building for the brand instead of the problem.

I wrote a short piece arguing that domains, logos, and other “business-looking” steps often delay real validation. The first real milestone is not a launch or a domain, but a stranger giving you their email because they actually want the solution.

Curious if others here experienced the same trap, or if you think early branding genuinely helps.

Domains should be more expensive. Why can you buy a domain for $0.99 then resell for $100k? More expensive domains would limit squatting and also make an indie developer think twice before registering. Oh well, supply and demand.