I actually wrote a tool to solve this problem (it finds short, available .coms using real words):
Ironically, it's a .org :)
Basically, the reason you want a .com is so people will know you're a website. It's instantly parsable. "I work for Shoes.com" vs "I work for Shoe.ly... it's a website that sells shoes". It greatly simplifies advertising, press coverage, word of mouth, etc.