The ability to protect a trademark for the sake of the registrant should not be a burden that always befalls on the registrant.
It is absurd to think that the mantra should be well, if you wanted it you should have regged it.
Without the big players, the Fortune 500, etc, those that hope the new gTLD's take flight should want the INTA and its global partners to embrace the new gTLD's rather than fight them.
So bring on the .coke and .pepsi and .budweiser and .ebay and .bestbuy and let their name be their brand and let their brand be their name.