Selected answers from the Dumb SEO Questions G+ community.
Stuart Mackenzie: Don`t go exact match, brand it then your content will do the rest, exact match more detrimental these days
Alan Bleiweiss: Actually, exact match is NOT detrimental. NO domain name you can come up with, is detrimental unless it`s obnoxious. Exact match is perfectly normal if it`s one or a couple words. Just because a domain has an exact match domain name does not mean that site is using spam or other methods that violate Google policies. I have many clients with exact match domains that rank very well. And in fact, there is, in a very small, sense, value in having an exact match domain name, specific to the primary topic and directly related topics based on that domain`s name, as long as all other signals reinforce quality, uniqueness, and trust.
Rob Woods: there isn`t much advantage directly from the domain itself but I believe it let`s you get away with a little more "money" anchor text in your links or at least causes some confusion as to what is a branded anchor and which is a "money" anchor. If you sell red widgets and your brand name is Acme, it looks odd if a large % of your anchor text is "red widgets". If you sell red widgets and your brand is Red Widgets and your domain is redwidgets.com it`s more difficult for the engines to figure out if an anchor is a mention of your brand, domain, or keyword.