I definitely second the motion on it being a branding problem. Stuff like sh.itjust.works seem to me like something that dark basement tech nerds would come up with that is "edgy" and really only used by them and other people like them.
I'm not really into the ironic "edgy" aesthetic and part of the struggle with this transition for me has been orienting myself in the space because I don't want to commit to some "sketchy" edgelord URL
Absolutely not chuffed to bits about losing that one