Hmm,
My site would fit into the "over complex, but somehow gets a message across" category!
I did start with a few hyphenated-keyword-domain sites with little thought to branding, and my main site now earns around three times as much per click, compared to them.
However, it has also taken three times as long to get each visitor there, so there is often a balancing out.
Great point accelerator - and this also means that you can test the water with something simple, and work on branding later.
Personally though, I've found that this can also then mean a huge amount of work further down the line, so if I was doing it all again, I'd spend the first couple of months thinking the whole process through, and then get to work.
Ultimately, I'd consider this question in relation to your core objective:
Is it (a) to funnel as many people through your site(s) as possible to pick up the first affiliate income opportunity going, or
(b) to provide some useful information which may get users coming back or telling others, and then to add revenue streams off the back of this.
Or to put it simply - are you the destination, or the road used to get there?
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