The basic problem with ICANN's new gTLDs is that ICANN did nothing new! And this is the basic problem that undermines the whole new gTLDs movement -- Right of the Dot, Left of the Dot, A Name is a Name is a Name. "Oh, but I want my name to be my extension"--really? Why? You don't want to lead with your brand name but instead some sub-category? Dumb! ____.pepsi??? What goes in the blank? Soda? Bottle? OK, "diet" could work. But wouldn't it be better to drive the mass audience to your kingdom--your dot com-- and then entice them to buy more than they would otherwise? That's what Amazon does with Amazon.com! Time will tell.
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