I am working on a new ecom website with a short product domain (4 letters), which will not be selling to anyone outside of the UK. I own both extensions and I'm tempted to launch on the .uk version as it is cleaner and could become part of the brand (e.g. 'Product UK'). However, I'm nervous that the general public aren't as familiar with .co.uk as .uk and this might an adverse affect on trust/conversions. I would be great to hear other peoples thoughts on this.