I'm still doing this for local search and I'm also telling people to have a company name domain name which is something I used to say was a waste of time unless someone already knew you. But now that google seem to think brands are one way to sort out the crap it's probably a good way to hedge your bets for the future.
Also remember google want you to spend money, things like removing keyword data from analytics, ever expanding paid search blocks etc mean one day all your traffic may dry up unless you get your wallet out, so always have multiple ways to get traffic, just like you should for marketing leads.