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Cynically, any new tld is banking on the legion of big companies that will pay fof theirname.whatever so nobody else can.

Hopefully, if enough of these tlds are around, there's too much real estate for it all to be squated on. Although I have a feeling it's still going to be a .com world for a long time.

Edit to add: the terms are pretty weird on this. I would not want to build my brand around a domain thag Google could take away capriciously because they didn't think you followed their terms enough.