A lot of these TLDs just put anything up to justify their reasoning for registering the domain. They don't believe that is how the domain will be (ab)used, but they have to publicly provide some nonsense reason for its existence.
I looked up the application for .one gTLD today. I own a subdomain and I wanted to know the original reasoning behind it. It is (now) owned by one.com and they basically told ICANN "we are going to do ONE stuff with it. Like stuff to do with ONE. And we have customers. And like, er, Beanie Babies?" And ICANN said "That sounds excellent, here's the domain, please continue with your master plan."
For the most part ICANN is doing them a solid. If your name lacks any real purpose, you are going to be on the hook paying for the registry to exist with nowhere near enough customers to justify it existence. So, get a purpose or expect to throw away your money.
Successful non-CC TLDs are rare. There are a few, but they have a clear purpose. For example Russia's .рф is er... for Russian stuff. In Russian. But what is .horse really for? Not very much besides hooking me up with "My Lovely Horse" http://my.lovely.horse/ any time I want to listen to it again.
That's awesome. As soon as I heard it I thought "That sounds like The Divine Comedy" and I looked it up, and there it was. Fantastic. Can highly recommend the rest of The Divine Comedy's oeuvre too.
I wonder if it feels more natural for different cultures or language structures, to me doing something like sheets.new isn't the order I output in - something like "/new sheets" (and without the .) feels normal, natural, but perhaps because of my own personal experience and exposures.