Then it clicked: this was for an old domain I’d purchased through Google Domains. I knew Google had sold its domain business to Squarespace, but in the moment, I’d completely forgotten about it.
Oh well.
The moat and stickiness concepts are ok, but "candy store" is more fruitful.
Of course what constitutes candy is different for every product and you need to understand your customers to know what "flavors" they want