Ask HN: Why isn't Zappos the first result for the query "shoes"?

Google's ranking algorithm give's significant weight to keywords in the domain name.

Perhaps it's deliberate? Can they really maintain their level of customer service if they get too big or grow too fast?

They're number 2, so they work harder?

EDIT: My comment was a reference to the Avis marketing campaign back in the 60's. http://www.buildingbrands.com/didyouknow/16_avis_we_try_hard...

Any particular reason why they should be?