I've got to say I have always thought the error in labeling TBO wasn't a tag line but the domain itself. Saying TBO is Tampa Bay Online would be unnecessary is the domain was, say, tampabayonline.com. The TBO domain is a relic of an age when companies assumed web users, indeed people in general, had such short attention spans they preferred initials instead to useful words. It is what lost us Kentucky Fried Chicken and left us with KFC, a sin for which I will never forgive the powers that be. Around this late-90s let's-get in-the-web-before-we-know -what-it-is phase, Rolling Stone briefly consided renaming itself RS, and magazines like FHM were launching.
Using this tagline for TBO is a waste, I think. Maybe the whole "in the moment" slogan was ill-fated, but to be stuck with this tagline again is a consequence of lacking foresight.
And that may go against my past post about not needing utilitarian titles, but I think a balance can be had - something besides this "ABC is the alphabet" approach. Companies need names, identities, valuable brands. Sometimes they are cute, sometimes utilitarian. But above all, they need meaning and memorability.

With all things being equal, tampabay.com will perform better in search results for "Tampa Bay." And, folks know what the URL means when they hear it for the first time. No need for explanation.

So, I can see your point.

But the shorter the URL, the better. Short URLs are easier to remember and promote. Nothing proves this point more than how MUCH it would cost to buy a three-letter URL from its owner.

Picking a URL is both an art and science. I say if you're lucky enough to have a three-letter URL, and it's an abbreviation, then a clear tagline should be in your future.

Lucas, You are kidding, right?

The URL doesn't matter. CONTENT matters.

If the site is unhelpful, I'm not coming back no matter what three letters you use.

Traffic comes from search engines (links), favorites (links), and links. Promote it how you want to, people will still use Google to get to the site. How many people are "memorizing" the url of any website?

Short URL's are way overpriced. No one in their right mind would even consider paying for one.

If you are unlucky enough to have a short URL that is an abbreviation, go buy the full name, and get the search engine advantage.

Your original point is spot on, though.

Tommy said: "The URL doesn't matter. CONTENT matters. If the site is unhelpful, I'm not coming back no matter what three letters you use."

You miss the point. Selecting the right URL isn't about retaining users; it's about attracting new ones.

Of course, once you get a user to try your site, the URL isn't what makes them come back.