Yes it is, very. My team has spent the last 3 weeks coming up with a new name for our startup because the one we wanted was in the same USPTO class.
We finally got it today, no guarantees until we do all the trademark searches etc, but looks promising.
Then there's the whole domain name issue as well, lol.
Yes we got the domain name luckily, we didn't realise how difficult the process would be because other names we used just worked without a problem.