Frustration worthy?

There's this little website I know, called http://www.dipstickspretzels.com/. I've kind of become familiar and attached to this URL, considering I purchased it for my business back in 2002.

I picked that name because http://www.dipsticks.com/ was taken. It wasn't being used, mind you, just reserved and "For sale", presumably in the hopes that some car parts manufacturer or auto store would want it. When I approached the owner of this site about buying it from them the exact reply I received from a nice man in Shri Lanka was "We'll entertain the sale in the form of a five figure offer." Considering a typical URL costs less than $20 for a year, my exact reply to this nice, but clearly opportunistic man, was "Well, if by five figures you mean $100.57, then we might have a deal." I never heard back from him again. Was it something I said?

So, I moved on and thought long and hard about what other URL I could use for my newly forming business. I thought http://www.dipsticksgourmetpretzels.com/ was too long. I thought http://www.dipsticksllc.com/ was too formal, not to mention boring as hell.

So, I went with http://www.dipstickspretzels.com/ and was content with that until about a year ago. I had a group of students from IPFW's business dept. helping me with some marketing, and one of them brought to my attention a web site called, and pay close attention here, http://www.dipstickpretzels.com/. Did you see that? The "s" is missing after dipsticks. That tiny little spelling change has been the bane of my existence for quite awhile. The site is poorly constructed and the pretzels they offer are much different, with far less variety than my own.

They have changed absolutely NOTHING about this site in the last year that I've noticed, and there are spelling errors and bad grammar all over the main page. Don't even get me started on the graphics.

I emailed the owner of this site back in the fall. I politely mentioned that her similar URL was causing confusion to my customers and would she be interested in changing her name? I offered to pay for any fees that would occur due to this change as well. Her reply: "I have the same problem."

I took that as a no.

Since then, I have had to make sure that when I give someone my email address or URL, that I stress the fact that there is an "S" at the end of dipstick. But, I still get people calling me saying that I hadn't replied to an email, or that they mailed me something and I never got it, or that they couldn't find my pumpkin pie flavor on the site. After a brief moment of confusion, it usually hits me square in the face that, yes, indeed, they have forgotten the "S".

How much business have I lost because of this tiny difference? How much business might she have gained as well? I may never know. I keep secretly hoping that she won't renew her URL this time and I'll snatch it up too.

So, what's a business owner to do? How do I solve this issue, or is there no way to fix it? Maybe I could change it to dippitydodah.com or dipsticksareyummy.com or damngoodpretzels.com.

What do ya think? Should I change my URL, or just play the hand I've been dealt and hope the other party drops out of the game?