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The big companies have their brand already established (ie, google, pepsi) and the cash to promote it. As I keep saying, the name is the brand and the brand is the name. This is going to make the businesses stand out from the norm. And it is a damn good business decision, imo. You are looking at the biggest shakeup in the internet since the internet. And companies like those will be able to control access to the name whereas they have no say since ICANN't allows anyone to reg anything.why are so many big companies and groups of established internet professionals going after batches of them to operate? Is it for the quick buck, or they must expect to make a viable business out of it. There are definitely two sides to the gtld argument among experienced domainers.
Personally, I think it is going to be pretty cool looking at the potential of these sites advertising on television and so on. Honestly, I like seeing things I have not seen previously. I guess I just notice that stuff, like the first time I saw a .ca on a truck as it was going down the interstate.
The key is to get a jump on your competition. Considering the Pizza wars and Cola wars and Beer wars, anything that will further entrench your brand into the minds of the consumers is smart. And lets face it...thus far there hasn't been anything new lately to bring that edge to the brands.