Rank high for what? The term Ryza? It's easy to rank high for a made up word, but if you're ever in debate over whether to use a domain with ambiguous spelling or a standard word...go with the standard word.
Yes - rank high for Ryza vs Experiment. It's pretty bad if you aren't the first result when someone googles your company's name especially for a company relying on word of mouth.
Looking at the SERP for "experiment", I actually don't see them having much trouble ranking for it after a bit of time has gone by. Most of the results are informative and they're spread across different sectors (There isn't a heavy commercial influence in the SERPs).
Just look at Box.com...they rank for "box" now, for the same reasons experiment.com will eventually come to rank for "experiment" so long as they nail the basics for SEO.
