|"The real problem is that if it were to become popular, the url is rather unfriendly"
Interesting question because nowadays many people do not need to remember urls as they did in the past - google takes care of urls.
I have some freeware that sees +-500 downloads a day(from my site).
The vast majority of hits are through other sites that provide links to my site - and many sites copy my download and host it themselves.
So a friendly url is not necessarily vital...
However in the end I think having a separate domain name for your software/products just adds that little bit more of a professional feel to it...
Continuous effort - not strength or intelligence - is the key to unlocking our potential.(Winston Churchill)