Branding issue or just bad searching?

As Ben posted in his blog, our new admin assistant has posted a list in the kitchen where you can write down a supply request for anything that we're running low on. I saw one added on there today for Kleenex. My question is whether the author is a brand snob and must have Kleenex, or whether they just are poor searchers, as if they looked in the cupboard by the fridge...

I guess you could use this as an analagy for websites. If you have a great site out there that serves the needs of the users, but they can't find it, then what use is it? Sites need to be out there in the face of the users, or at least easy for the users to find. Sounds like a job for SEM :)