Once the first new gTLD signs a contract that has no price controls, which could be as early as next year. Existing registrars would then ask for a contract revision, which ICANN would be in no position to deny.
I warned about this very thing almost 2 years ago, on this forum and others. There was a big push to get .nyc petition going. At the time, the preliminary designated acronym was gcTLD - Global City TLD.
I contacted, in an open letter, the organizer of this effort regarding the rationale. I was responded to. They drew the analogy with the years gone by effort to get .ber for Berlin. However, the City Government of Berlin threatened lawsuit for violated its institution.
Those two forces -.nyc and .ber - had now joined together.
But here is the amusing and pathetic part; the petitioners of the .nyc effort were also going to be the registrar. And their audience that they were presenting this to? Immigrants. That's right, immigrants to New York City who had dreams of opening business but, gee golly, all the good domains were already taken. That was the organizers sales pitch, this was their audience, and now we know their goal.
All one has to do is look not too far back at the .travel domain. Miraculously, the best domains and premiums were already registered as soon as they went live. Why? The person running the registry had his daughter and son-in-law establish another company and all those choice domains were then given to them. Through sales and promo of these premiere picks, the made countless millions.
Legitimately, several companies have already gotten into the act with this new gTLD. Most notably eBay. For their benefit and from their standpoint, this would be solely to the benefit of entrenced branding and the domains would be tightly controlled and for the use of ebay only.
The same with Coke.
I have had serious doubts about ICANN for years and have expressed these openly. The "NO BID" awarding of the .com and .net registries to Verisign, the immediate announcement of Verisign of a 7% increase, the RegFly debacle that documents clearly show that ICANN was aware of their cash flow issues for more than a year, impending lawsuits against ICANN, and ICANN fleeing to establish their headquarters to Switzerland to escape litigation and taxes.
That sums up ICANN'ts effectiveness.
With more than 260 tld's in effect at present, the soon to be released of IDN's and now the gTLD's where it will be a free for all to become your own registrar, the internet will fast approach doubling, tripling, and quadrupling that number within a few years.
Talk about a crowded place.