Looking at the SERP for "experiment", I actually don't see them having much trouble ranking for it after a bit of time has gone by. Most of the results are informative and they're spread across different sectors (There isn't a heavy commercial influence in the SERPs).

Just look at Box.com...they rank for "box" now, for the same reasons experiment.com will eventually come to rank for "experiment" so long as they nail the basics for SEO.