Firstly, one of the reasons for having a great domain is to add to the brand value/authority in the marketplace - diving.uk will add more brand value than diving123.co.uk
Diving.uk is like having a shop on diving shop on Oxford Street and Diving123.co.uk is like having a shop in the Walsall town centre...
Secondly, it's also about people's perceptions...
Example: for content/informational/authority sites:
Diabetes.uk looks far more authoritative than Diabetes.co.uk
.
I'm still very much on the fence, I have in recent months started to sway towards the .uk as the primary choice for new brands providing i can redirect the .co.uk. And I'm pleased to have seen the money being spent on .uks since the release ( just wish i had took the plunge and got involved ).
That said, I still think people have got caught in the hype. There are different forms of brand authority and brand awareness .
Generic exact match phrases, totally agree they add value in various different aspects, commercialproperty.uk being a great name in a competative space which could be harnessed for an online campaign for a existing brand, or if your brand is primarly focusing on online and social traffic generation and doesnt rely on repeat custom or people not mistaking your web address for thing else.
On the other hand, there are names being purchased which are more brandable.....which already have an estbalished brand on the .co.uk.......................to me this is madness and if anything is killing brand authority, brand awareness and chances of success from the outset and can only realistically be viable if you've got a healthy marketing budget and/or strategy which can saturate or swerve the existing dominate brand.
I am very much a "want to own both uk tld" type person so maybe its just the way I think. I think a good example of that is evergreen.uk , amazingly brandable generic phrase..love the name. But 1. It's generic and oversaturated, 2. It has an established brand on the other uk tld. 3. You'd be branding yourself as a longer tail varient "we are evergreen" , "evergreen content" etc etc
You'd have to either have a big marketing budget, or simply not care that your potential customers may easily go somewhere else or not be able to find you which then just means you've got the domain for bragging rights that you've got a dictionary word TLD.
I'm not saying im right, Just my personal opinion.