It’s the word on the sign above the desk, on the email address, and on the phone line, in every British and Commonwealth institution. Ubiquity of that order is what makes a plain noun valuable. The extension matters more than usual here. Councils, universities, charities, professional bodies and health organisations are simultaneously the heaviest users of the word and the heaviest users of the .org, which makes them the obvious buyers.

Speed is the differentiator when everything else is comparable, and in most of the businesses people actually choose between, everything else is comparable. Repairs, delivery, food, support, trades, processing, permits. Fast service names a quality rather than a product, which means it can sit over an entire category instead of one offering. That suits a service marketplace, a dispatch platform, a repair network, a same-day delivery operation, or a rating site measuring how quickly companies really respond.